Stop motion animation is hardly a new art, but the brand new advertisement PES created for Honda takes the art form to a new level. Instead of trying to deliver a smooth animation, the advert ‘breaks the fourth wall‘ and features the hands making the animation as part of the animation itself.
Following the cues and continuing the tradition of a series of older Honda adverts (Impossible Dream and Hands) in emotion, if not in style. It tells the history of Honda from past to future, but the genius of the advert is that it echoes one of the core things about Honda… It’s about dreams, but in a very different way to other brands. The dreams Honda describes here are achievable dreams, reachable goals, and fulfillable ambition. In a way, that echoes what Honda is all about – as opposed to, say, Lamborghini, which is also about dreams, but which tries to evoke a feeling of prestige and aspiration that most of us can never reach.
In that sense, this advert is like that for me as a photographer, too: A mission of achievability. Yes, it’s a creative piece of filmmaking, but if you look closer, photographically, there’s nothing in this video that you couldn’t put together yourself, given enough time, patience, and cups of double-strength coffee.
It works on so many levels. Check it out, and be inspired: