Cool Stuff. We’re Cool Too.

“Hmm, what’s this ad for? Jetpacks? Meh, you need a parachute. Wet swing-sets? Wait, what’s that cool kite? OMG! HOVERCRAFT MOTORCYCLE!!!”

So proceeds the imagined internal dialogue of the 18 – 34 yr. old male target of Honda’s latest bad ad.

“SWEET geodesic solar thingy windows in that industrial start-up loft space! I could start my business there – write Apps and make a million dollars – AND cardboard furniture! OMG! ROBOT BARISTAS!”

To their credit, there haven’t been any obvious references to sex.

“Whoah! Parachute-FREE jetpacks!, and hipster-friendly folding bikes. Wait, what’s this confusingly out-of-place jet? Hmm, nevermind – back to the good stuff – a skin diving airbag float! Baby won’t get the Bends! Hmm, whatsis? – a robo baby carriage? Babies? huh? Whew, that was close – a surfer – no! – a Surfboard Hydroplane! or Hydrofoil! Whichisit? Who cares, a virtual projected keyboard! Why doesn’t my iPhone 5 have that?!?”

The brain is now primed for the switch. So many cool and desirable things splashed quickly onto the screen, slowly peppered with – something.

“Wha? Hondas?”

Things Can Always Be Better

Softly, as the viewer’s brain has been reduced to a rudimentary amygdala mush by the onslaught of cool gadgets, there has been dialogue. Dialogue slowly describing what the advertiser considers the ideal state of mind of innovators. People who believe:

Things Can Always Be Better

Cue the Honda logos. Everywhere. The dialogue continues, “We like those people.”

“They think like us.”

“They think like us.” As in, “We’ve always been thinking that way, and others are just now getting on board.” Or, “We came up with the idea of continuous improvement, and anyone with the same idea is our bro, but ultimately emulating our lead.” Slick. How could anyone think what comes after such coolness is anything but awesome incarnate?

Quick, time to see the car. It doesn’t fly, or hover. But it does seem, briefly, to drive through that sweet start-up loft space.

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