Honda Impossible Dream Extended for 2010

Honda’s 2005 commercial, “Impossible Dream”, has been re-released in 2010 with an extra 30 seconds, replacing the original hot air balloon ending with a Honda jet rising from the waterfall to take our hero on his fantastic voyage. The song, featuring actor Simon Day, singer Andy Williams and voiceover artist Garrison Keillor, will air across 28 markets across Europe and will include the Honda jet, the CR-Z Hybrid Coupe, the hydrogen-powered FCX Clarity, the Honda robot Asimo and Honda solar panels.

Credits

The Honda Impossible Dream concept was developed at Wieden + Kennedy London by creative directors and creatives Kim Papworth, Chris Groom, Tony Davidson, Sean Thompson, and agency producer Julia Methold.
Filming was shot in New Zealand by director Ivan Zacharias via Stink with producer Nick Landon and director of photography Jan Velicky.
Editor was Filip Malasek, from Czech film editing company Robota.
Post production was done at The Mill, London by producers Helen Hughes and Seamus O’Kane, Lead Flame Barnsley, Flame Adam Grint, Flame Assistants Neil Davies, Richard Betts, Support Gareth Brennan, Paul Wilmot, with CG by Chris Rabet, Eva Maria Kuehlmann, Rob Petrie, Sam Kim and Kay Pfingston.
Sound was mixed at Wave Recording Studios by sound director Johnnie Burn, sound engineer Jack Sedgwick, and bite engineer Ashley Smith.
Music was edited by Music Mill, Australia.


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Honda ‘Impossible Dream’ was launched on December 2, 2005, a panoramic 2 minute television commercial featuring British actor Simon Day riding and driving on the roads and waterways of New Zealand.

We start at the coast, with a gull on a fishing boat. A vintage record player starts playing a single, “The Power of Dreams”. A hand reaches out for a jacket and crash helmet. Gulls fly around the rocks as our rider comes out of his caravan. “To dream the impossible dream”, he sings. He starts up his monkey bike. “To fight the unbeatable foe.” As he comes around the corner Day is riding a Super Cub scooter, chased by sheep dogs. “To bear with unbearable sorrow”. He rides past sheep horses and windswept trees. “To run where the brave dare not go.” Now he’s riding a four-wheeler ATV (All Terrain Vehicle) along a beach. “To right the unrightable wrong”.

Simon’s now in a S500 red sports car driving up the coast road. “To love pure and chaste from afar”. He rides through a small village on a Goldwing superbike. “To try when your arms are too weary”. Now he’s heading into the mountains on his Fireblade racing bike. “To reach the unreachable star”. He tears up a gravel road in an S2000 car. F1 vintage car. “This is my quest”. “To follow that star, no matter how hopeless”. Now the white NSX sports car cruises along beside a river channel. “No matter how far.” He climbs the hill on his TT Bike. “To fight for the right.”

Now our driver’s changing from a sixties car to a 1980s Formula 1 racing car which morphs into a vintage version. “Without question or pause, to be willing to march into hell for a heavenly cause.” He zooms across a lake in a powerboat. “And I know if I’ll only be true to this glorious quest…” He glides over the edge of a massive waterfall. A pause in the music. (See next paragraph for the mising lyrics). A hot air balloon ascends out of the spume of the waterfall. “To reach the unreachable star.”

Garrison Keillor’s voice: “I couldn’t have put it better myself.” HONDA -- The Power of Dreams.thepowerofdreams.com

The web site features all the vehicles used in the 2 minute TV ad, providing swf video clips and background trivia. Viewers are invited to enter a competition for a ballooning holiday in New Zealand.

On the website we learn the significance of the flying wing on the Honda motorbike. Mr Soichiro Honda’s dream was to fly. He hoped one day to build a jet plane but died before seeing that dream come to fruition. The first Honda motorbike was nicknamed ‘The Dream’. In 2004 Honda announced its plans to produce a small jet. Click on the hot air balloon (on the Honda web site) for more information.

Credits

The brand campaign was developed by advertising agency Wieden + Kennedy London. The team included creative directors and creatives Kim Papworth, Chris Groom, Tony Davidson, Sean Thompson, and agency producer Julia Methold. W+K London host Impossible Dream as a5.59 mb flash video

Director Ivan Zacharias and producer Nick Landon were based in film production company Stinkwhere the ad is hosted in quicktime (11 mb). Director of photography was Jan Velicky.

Editor was Filip Malasek, from Czech film editing company Robota.

Post production was done at The Mill, London under the oversight of producer Helen Hughes and Seamus O’Kane. Other staff included Lead Flame Barnsley, Flame Adam Grint, Flame Assistants Neil Davies, Richard Betts, Support Gareth Brennan, Paul Wilmot, with CG by Chris Rabet, Eva Maria Kuehlmann, Rob Petrie, Sam Kim and Kay Pfingston. Take a look at the detail provided by the Mill team -- seagulls by the dozen, buntings on the road in the racing shots, and the transfer of Day’s singing face into the jet boat and racing cars.

The Wave Recording Studios team included sound director Johnnie Burn, sound engineer Jack Sedgwick, and bite engineer Ashley Smith. Music was edited by Music Mill, Australia.

Impossible Dream Music

The music for the TV ad is Andy Williams singing “Impossible Dream (The Quest)”, found in his album, “16 Most Requested Songs”. The song was written by Joe Darian for the Don Quixote musical, “Man of La Mancha”. Darion won the 1965/66 Tony award for best lyrics of the Broadway season.

Purchase the Andy Williams album at Amazon.co.uk or Amazon.com, or download the track at iTunes.

Impossible Dream star is Simon Day, British actor, singer and playwright. Not the Simon Day who stars in British comedy, Grass -- apologies for the mix up Simon and Simon. Simon Day wasn’t in the powerboat or Formula One cars. He was filmed lip syncing in a remote field in New Zealand and added later to those shots at The Mill.

See my June 21 2006 post on the English Patriotism version, developed at the Mill in time for the England/Sweden match in the FIFA World Cup.

MaxHD|Referees

Mecal International Short Film Festival|Bladder-friendly film festival

Advertising Agency: Atletico International, Barcelona, Spain

Building a ZOO to sell 4WD car

STC and your facebook friends will give you a free blackberry

http://www.facebook.com/notes/stc-y-shl/bk-ly-lfys-bwk-yrbwnk-blk-byry/403389987280#!/note.php?note_id=403389987280

IKEA Facebook Showroom

Made by Forsman & Bodenfors

Diesel - Break the ice block

Diesel - Sex sells in Amsterdam

Diesel and its recent campaign "Sex sells" was held early in March an unusual show in the streets of several cities in the Netherlands, Belgium and Luxembourg.

In collaboration with one of its outlets in Amsterdam, the brand has the appropriate attributes of a city that contributes to its reputation as the Venice of the North, the Red Light District and animated displays.

For part of the campaign instore "Sex Sells", the entire store: both at the POS as a fitting room, vendors, etc. ... has been amended to highlight this famous leitmotifs "sex sells" ...T

Diesel is completely integrated into a dynamic called 360. Failing to value the mass media such as television,  direct action, in-store, PR stunt, and this online and offline!

Nokia|Interactive Installation.

Interesting technique and nice realisation for Nokia. This beamvertising makes interaction possible. The campaign adverts for navigation function of Nokia mobile phones. 

Kimberly-Clark| Cottonelle|toilet paper should roll over or under?

In January, Kimberly-Clark's Cottonelle launched a contest asking consumers whether toilet paper should roll over or under. Well, the debate was settled by Oscar time, with people in the national poll choosing "over." Now, the brand is back with the next step in the campaign to keep the conversation going. It's promising a "recall" of any bath tissue that doesn't roll over. The campaign, created by JWT London (but running in the U.S. and Canada), includes TV and outdoor ads that show the company "recalling any toilet paper which doesn't roll over." Cottonelle brand manager John Stanwood says: "We wanted to counter the theory that all toilet paper is the same and come up with an idea that was eye-catching, compelling and light-hearted." 

Axe|Save water by showering together

Today is Earth Day, and Axe Canada and ad agency Zig are sexing up the proceedings by recommending that you share your shower with significant others to conserve water. 
A facebook app created by Zig that encourages people to showerpool. Check facebook/axecanada. Popout

Five lingerie spots

0) Lane Bryant ad 

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1) Kylie Minogue spot for Agent Provocateur.
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2) Justin Anderson's short film "Chore" for Damaris (NSFW).
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3) New Yorker lingerie commercial "The Wedding Night."
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4) Schiesser lingerie commercial "Nurse."
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5) Paragon commercial "Blush."
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Only The Brave: Iron Man Limited Edition

 Only The Brave: Iron Man Limited Edition debuts this month in department stores and boutiques via a deal between Marvel Entertainment and Diesel. The partners are supporting the licensed product launch with a dedicated website, downloadable video games and online contests. Packaging will probably stand out in the sedate fragrance aisle—it's a bright-red clenched fist, made to look like Stark's costumed, crime-fighting alter ego. nking man's superhero, but his franchise is turning out to be the marketing maven's holy grail.

Banner for vacuum cleaner sucks, literally, the bad cookies from your PC

This  interactive banner for Vax’s new vacuum cleaner communicates the product’s cleaning capabilities in a powerful way. This innovative interactive banner, developed by Shalmor Avnon Amichay /Y&R Interactive Tel Aviv, makes a symbolic connection between bad cookies in your computer and the dust outside.
The banner consists of a code that identifies the bad cookies on your computer and cleans them out with a click on the banner. The banner also reports how many cookies were deleted.
Well, really interesting and beneficial, isn’t?

First aid: it’s a matter of life and death

This campaign from St John Ambulance, a charity organization in U.K. dedicated to teaching people first aid so that everyone might be equipped with the knowledge to save a life, uses the images of fake dead persons. The emotively descriptive copy indicates that had someone associated with them known first aid, their life would have been saved.


As part of the campaign St John Ambulance has created an iPhone App that gives potentially life-saving advice.

CREDITS

Agency: BBH

Creative directors: Alex Grieves and Adrian Rossi

creatives: Victoria Daltry and Will Bingham.

Want to keep a clean butt?

Here is a print campaign for a product which might be beneficial for all gays who naturally want to maintain a clean butt. Fleet has just launched a new laxative-free product.

The campaign, developed by Euro RSCG, is metaphorical in style. We can say ass symbolism.

We can describe it as ass euphemism. The ads will reportedly run in Out magazine, as well as on popular gay and lesbian websites.

MOBILY|Prince Abdullah bin Meteb, the grandson of King Abdullah

Make-up emergency? Rimmel to the rescue

The fact that 40% of visitors to the mobile site downloaded content shows how well Rimmel understands its consumers. This campaign was shortlisted in the Best Use of Mobile Category at the Festival of Media Awards. Find out if it wins on 20 April or vote for it on the People’s Award voting site.

BRAND:

Rimmel

BRAND OWNER:

Coty Inc.

CATEGORY:

Toiletries/Cosmetics

REGION:

United Kingdom

DATE:

2009

AGENCY:

OMD

MEDIA CHANNEL:

Digital,Mobile,Online

Rimmel was coming under increasing pressure from competitors and losing its market share. Ad spend was down and share of voice was at only 60% of the nearest competitor. Given product innovation is pretty standard across the big make-up brands, the only differentiating factor left to Rimmel was to foster brand loyalty. Applying make-up is an intimate act and building trust between brand and consumer is paramount.

Girls have an insatiable thirst for tips and advice when it comes to make-up. Focus group research and interviews with leading editors of girl's magazines revealed that despite this appetite for makeup knowledge, many young girls don't feel confident about applying make-up.

In the UK, 95% of young girls own a mobile phone. They are in constant communication with their friends, with 77% of girls sending at least one SMS message to one of their friends every day. As a component of a young woman's bag, the mobile is as important as her purse or lipstick. Rimmel's idea was to turn a girl's mobile into her makeup mate: a knowledgeable friend always on hand to inspire and give great practical advice on how to make great looks happen for them.

Specifically designed for mobile, the Rimmel hub housed a wealth of information on how to achieve a look, what products to use, tips and advice and specific Rimmel content. This would be a tool young women could use at any time, wherever they were. The hub was regularly updated with new product information and videos. The videos featured celebrity looks and were demonstrated by resident celebrity make-up artist Liz Pugh. Users could text in their questions, which Liz answered for them. Extra features on the hub included branded wallpapers, sample requests, videos of the ads, and product info.

Apple apps might dominate the category but being a youth brand, Rimmel specifically targeted the cheaper, more ubiquitous handsets, used by its market. Nearly half of Rimmel's market were on pay as you go, rather than monthly tariffs, which made downloading expensive. Free-to-download blue tooth technology in malls and cinemas solved this issue.

Of all the girls who came to the site over 40% downloaded a piece of content. In total there were 145,000 downloads. More important to Rimmel is the creation of a new generation of brand evangelists who now intimately trust the brand.

NIKE|Ring ring - Run run

The prank element involved in this campaign made it really relevant and viral. I’d highly recommend watching the video just to see the reactions of the victims.

Nike+ is a platform that allows you to keep track of your performance, using a chip in your Nike+ shoe and iPod. The running community had been a success in most of Europe, but uptake in Spain had been disappointing. The country ranked lowest in terms of European registration. Hard core runners considered the Nike+ tool too "commercial and did not feel it was "serious enough" for them. All marketing efforts were focused on recruiting this target until early 2009, which explains the lack of registration. Secondly, the more casual runners were not aware of Nike+ or didn't understood the shoe/ipod/web chip functionalities

Nike needed to engage and educate a broader running target for whom the sociability tools would have more appeal.

For a few, running is a passion. For others it is an addiction. For most runners though - the casual runners - running is a means to an end. Casual runners can get bored sometimes and would run more if it were fun or if their friends were there to challenge them. Nike decided to play on the rivalry between men and women in what the brand called Ring, Ring! Run, Run! The aim was to encourage people to get their friends to wake up and go running. Nike invited radio listeners to nominate friends for a live unprompted wake-up call with famous Nike elite athletes in four cities.

Camera crews, Nike athletes, friends and listeners all gathered in front of the lazy friend's house at 7 a.m. Once they woke up, the runner was asked to lace up and start clocking up the kilometres in the men vs. women challenge. Nike partnered with Spain's largest multi-platform media group 40 Principales, which is heavily connected with music.

The concept was kick-started in social media with a viral campaign involving videos of celebrities being woken up. And a teaser inviting people to go to specific wake-up locations. A deal with the highest rated morning show Anda Ya amplified the campaign. The presenters generated interest in the concept by requesting nominations for the next wake up call victim from their listening audience, and by announcing where the wake up call would take place in advance and ensured hundreds of people turning out at the house of the victim to join him/her in their morning run. To generate further value out of this media asset, Nike created 10 minute micro-programmes for TV and online.

The viral campaign received 80,000 views even before the first wake-up call and 10,500 people joined Nike+. Awareness of Nike+ increased by 62%, 9% points above 20% target. Spain sprinted from last place to first place in terms of registering for the challenge ranking as the top country globally.

BRAND:

Nike

BRAND OWNER:

Nike

CATEGORIES:

Accessories/Clothing/Footwear

Sport/Leisure

REGION:

Spain

DATE:

April - May 2009

AGENCY:

MPG

MEDIA CHANNEL:

Experiential,Events,PR,Radio

Ché Men's Magazine| rethinks role of babysitters

Ché Men's Magazine| rethinks role of babysitters



Duval Guillaume imagines new work options for babysitters in this commercial for Che magazine, a "gentlemen's publication" in Belgium. 


The foxy babe in a mini-dress isn't there to watch the couple's kid. Mum takes the tyke and leaves the goofy smiling papa staring up at the sitter ... in a through-the-legs shot. Classy. Oh, I should've said "spoiler alert." I keep forgetting that. "Let us keep dreaming of a better world," says the onscreen copy. But actually, this scenario would've been way more sexy if Pops had sped off with Junior and left the chicks together for a night at the flat. Now that would be a magazine worth subscribing to!


Che Magazine, the Belgian men’s magazine offers an online blow job for men. Oh, don’t be misled by the name, it is actually a more terrible one. You need to just blow a ladies skirt up. Lucky ones can see the perfect answer to the question- who wears the panties.

This online ‘blow job’ offer has been arranged as part of the celebrations of the magazine’s 10 th anniversary. You can blow into your computer’s microphone to make a woman’s skirt rise. If you make it rise all the way up you get to register for a chance to win a free year of Ché. It’s part of the magazine’s long-running campaign


Client: Ché
Contact: Kathleen Colpin, Rik Vera, Wouter Delva
Agency: Duval Guillaume Antwerp
Account: Dimitri Mundorff
CD: Geoffrey Hantson
Copy: Dieter De Ridder
AD: Ad Van Ongeval, Jeroen Govaert
Production: Marc van Buggenhout
Graphic Designer: Niki Desiron, Michael De Boevé, Jesse Vanden Broeck
Director: Kurt Stallaert
Photographer: Kurt Stallaert
Website: Lansen Walraet (CD Interactive), Stijn Janssens (programming)
Media: Online

Ché Men's Magazine: The blow job

Let us keep on dreaming of a better world.

The idea is to be seen on the microsite: http://www.che.be/10years
Other magazines might blow out some candles when celebrating their birthday. But when Che Belgiums favourite Men¹s Magazine celebrates it's 10th anniversary they allow everybody to blow something much more interesting: skirts! Aaah, let us keep on dreaming of a better world.


Advertising Agency: Duval Guillaume, Antwerp, Belgium
Creative Director: Geoffrey Hantson
Art Directors: Ad Van Ongeval, Jeroen Govaert
Copywriter: Dieter De Ridder
Graphic Designers: Niki Desiron, Michael De Boevé, Jesse Vanden Broeck
Production: Marc Van Buggenhout
Additional credits: Kurt Stallaert