Honda launched an arresting stop motion spot yesterday by Oscar-nominated director PES, who is best known for his inventive real-world object animation in films like Fresh Guacamole and Western Spaghetti.
PES has switched to paper for this spot, appropriately named “Paper,” a two-minute opus that pushes papercrafting to heights unseen since Virgil Widrich’s Fast Film and Milkyeyes’ VIDEOGIOCO. The spot tells Honda’s technological story while acknowledging the role of humble paper in Honda’s design process. “Most everything Honda does…still starts with paper — with somebody sketching out a car, with sketching out a part,” said Honda advertising exec Tom Peyton.
Honda will air the full two-minute spot on network shows such as Dancing with the Stars, Rosewood, Minority Report, and Blue Bloods, and on ESPN during Saturday College Football, according to an Adweek report. A 60-second version will air throughout October on NBC, CBS, Fox and ABC.