Honda is known for its ‘Power of Dreams’ iconic advertising. They put together a new advert for the Japanese market that in its own way trumps Apple’s Think Different adverts.
Spoon and Tamago translated it into English:
If you try hard enough, your efforts will be rewarded.
If you wait long enough, your dreams will come true.
That’s an illusion.
Usually your efforts aren’t rewarded.
Usually the hero doesn’t win.
Usually your dreams don’t come true.
These are all everyday-realities of our world.
But, so what?
That’s where you start.
If you try something new, you’ll undoubtedly screw up.
You’ll get annoyed.
But that’s why – instead of sleeping and eating – you do it over and over again.
Now…it’s time to better than who you were yesterday.
It’s time to be better than what Honda was yesterday.
It is also similar to the approach that Chrysler took with it’s Clint Eastwood It’s half-time in America pep talk as advertisement.
Both countries needed it in different ways and as much as I have a soft spot for Clint Eastwood I prefer the Japanese version cooked up by Honda – it not only holds an essential truth but feels much more honest.
My personal favourite car in the advert is the Honda S500 from 1963. This was the first car that Honda put into production. Although it is a beautiful small sports car, the real beauty is underneath the bonnet. Honda put its experience in building motorcycle engines to work; they used a dual overhead cam layout to drive the engine valves. Whilst this was used since the 1920s in sports cars, it was only really used in expensive cars up to the 1960s.
In addition, the S500 had a feature that Aston Martins and Ferraris didn’t have; let alone the small British sports cars like MG that the Honda S500 was priced against; that was a roller-bearing crankshaft. This was expensive and required a lot of skill to design and make; but allowed the S500’s engine to red-line at 9,500 revolutions per minute (RPM).
Even modern sports car designs like the Audi R8 and the Ferrari Enzo red-line at 8,000 RPM with a rev limiter at 8,250 RPM and they were designed almost four decades after the original S500.
The videos in this post are on YouTube which may not be available to all readers.