"I love the concept of personalizing the cars and identifying each model with an individual. It's very effective at making a correlation between the brand and the individual consumer rather than a broad demographic. The audio was also effective at creating a mood around the ad unit, and it was simple enough to stand out amongst the clutter of the online ad environment. The submit and rate features of the ad attempt to add a viral element to the unit, though I think there could have been more done with them. This is a very effective branding unit."
--Cory Treffiletti, VP Media & Client Services, Carat Interactive
"We once pondered whether TV ads that are migrated online need to be interactive. However, I think we're beginning to see more and more of 'interactivity around' as opposed to 'interactivity within.'
"The result of this campaign is a particularly engaging 30-second spot for Honda which is turbo-charged with the ability to inject an 'are you hot or not? layer of involvement on top of it.
"Whether you believe TV ads belong online or not, I think it's worth giving props to the way this one was migrated and evolved. I'd love to see the stats on the length of time spent on this creative solution. Any volunteers?"
--Joseph Jaffe, Editor-at-Large
"This online commercial has many things going for it: synergy with the offline work; strong visual imagery and larger size; interactivity on two fronts; and opt in opportunities for a newsletter with additional information. So why didn't it work for me?
"First, it was too much like the offline work -- it had no distinctive on-line visuals or features. Second, the submit your own picture and rate the picture options got lost in the creative, with poor visual representations beneath the ad. And third, once you did find these options and used them, you'll find the picture quality on the rate feature was very poor, and the activity ran way too long.
"Close, but no cigar.
--Neil Perry, Marketing Consultant