This week in Brand Champ or Chump, I turn the spotlight to Honda’s Doer film, a two minute ten second animation highlighting the company’s environmental commitment.
This piece goes beyond what Honda’s doing and speaks to the company’s view that everyone can help reduce impact on the environment. Honda says good things come from “doers,” people who do “things to move us forward, to make stuff better.”
As part of this, Honda offers tips on how drivers can make simple, small changes to their behavior to make a difference to the world around them.
So, is this campaign a brand champ, chump or somewhere in between?
I don’t feel right going with champ or chump. To me, the piece wasn’t mind blowing or awe inspiring. I have to go with somewhere in between, leaning to champ.
I like the simplicity of the little red car and the use of toys in the animation (the artistic quality is fantastic).
But mostly, I like how Honda takes what can be a big and complicated message and makes it easy to grasp. Certainly this piece does a good job speaking to Honda’s green credentials and reinforces to consumers that the environment is one of the company’s brand pillars.
Honda’s reputation has largely been built upon quality and good fuel economy. Toyota, mostly because of its Prius, has nurtured, by far, the strongest image for environmental friendliness. However, thanks to work like the Doer, Honda is closing the gap.
Not awe inspiring, but very good.
Watch it for yourself and let me know what you think? Is Honda’s Doer film:
- A brand champ?
- A brand chump?
- Somewhere in between?
If the video does not appear below, please see the animation here.
Be sure to explain the reasoning behind your choice. And yes, you can cheat like me and say whether you’re leaning champ or chump.