My favourite ad right now is "the great unknown" from Honda.
The story is of a timid little "spark of inspiration" struggling to find its way through a dark, foreboding factory and out into the world, where he joins other equally brave sparks and helps create something new and special.
But why do I like it so much?
Is it because it's beautifully produced, with faultless visual effects and immaculate sound design? (Have a listen. That's what awards sound like.)
Or, is it because, as so often with this campaign, the thinking behind the words is so alluring. Here, Garrison Keillor's voiceover seems to be speaking to me personally: "The unknown. It's where all ideas start. It's not an easy place to go. But keep going. And you'll always end up somewhere new. Isn't that why we call it 'the great unknown'?"
This film is a treatise on taking risks; on going out of your comfort zone; on doing things for the first time.
It's based on a profound truth that anyone involved in creating things will nod along to. And anyone about to, say, leave a big job to start a small company would surely empathise with that.
Could that be why I like it?
ROLL THE CREDITS
Title: The great unknown
Client: Ellie Tory, European comms manager, Honda Motor Europe
Brief: Celebrate the engineering development within the new Honda Civic
at a time when gloom is rife across Europe
Agency: Wieden & Kennedy
Creatives: Toby Allen, Jim Hilson
Director: Martin Krejci
Production company: Stink