This idea for this regional campaign must have looked good on paper, but Ad Nut waited in vain for martial-arts excitement that never materialised. Where are the flying roundhouse kicks? The most violent action we get is a gust of dust and an exchange of slaps between side-view mirrors. And the latter, due to the bendy, tentacle-y special effects, actually comes across more like a strange vehicle mating ritual than a fight. Even the soundtrack is distressingly devoid of classic kung-fu sound effects (though the cheesy '70s music is OK).
Worst of all, Honda gets a lot more screentime than Mobil 1.
For the record, the campaign website will also feature "interviews with stunt drivers focusing on the benefits of enhanced engine performance, as well as sharable content featuring McLaren-Honda’s Formula 1 driver, Fernando Alonso."
Advertising Agency: BBDO Singapore
Executive Creative Director: Ravi Eshwar
Production Company: Stink Shanghai
Producer: Ann May Chua
Director: Eric Augier
Editor: Frederic Baudet
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