Background
Honda positions itself as an imaginative engineering company – describing its target audience as one that is “information and experience hungry”. In the past the brand has woven its engineering expertise into its ad strategy to great effect. The most famous example is “Cog”, an ad the brand ran in 2003 to both critical and financial acclaim. The ad, featuring a chain reaction from dissembled Honda Accord parts and to a budget of £1m, was in-part credited with reviving sales of Honda cars, which until then had been in decline for five years.