Honda pushes the boundaries yet again, and this time brought us along for the ride – testing the boundaries of human cognition with its latest ad, Keep Up. But we think Honda has pushed advertising boundaries too: beyond the obvious visual connection, Honda makes a visceral connection. Our hearts raced, and we probably held our breath as we felt momentary self-doubt, followed by surprise – even euphoria as we actually did keep up.
Every element of Keep Up works brilliantly: the brand colours, the centralised text, the background imagery, the fast-moving slow-motion vehicles; and the captivating copy that pauses on the power words. And, if you happen to glimpse Honda’s ad on fast-forward, you still find yourself taking away a positive brand message, as if the creators are consciously keeping up with the way we watch TV now – record, and skip the ads.