My YouTube ad of the week: Martin Bailie, Glue Isobar

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Martin Bailie reviews Honda

Martin Bailie, executive planning director, Glue Isobar

Why I like this

Honda USA thought that teasing people with the prospect of a sequel to the adored Ferris Bueller's Day Off would get them talking and looking forward to the Super Bowl ad breaks. They were right. Pre-Super Bowl, the excitement was palpable. It's just that when the sequel turned out to be a Honda commercial, a vast outpouring of loathing spilled out on to the internet.

As an ad, it's well-shot, has lots of hidden references to the original (for the bloggers), is entertaining and tells a story. But it's the wrong story. What made the original a cult film was the joy of watching the worldliness, guile and luck of a high-school student. Who wouldn't have wanted to be him? Now, we are told a story of a middle-aged man with a facelift driving a sensible family car. No girlfriend, no kooky mate, no teachers, no Ferrari.

Wish I had thought of

Perhaps the most unfortunate element of this campaign is the strategy. Honda forgot the golden rule of "under promise, over-deliver". Doing the opposite is risky indeed. But at least the marketing team have nerves. You've got to applaud them for that.

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Celebrate the launch of the Honda 2012 CR-V

Matthew Broderick calls in sick to work, followed by the infamous "oh yeah ..." of the Ferris Bueller's Day Off soundtrack. He proceeds to relive classic moments from the 80s movie, only, this time, he does it in a Honda.


Wieden & Kennedy

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