Magazine article Marketing

Adwatch: Honda - 'Skydivers - Team Leaders'

Magazine article Marketing

Adwatch: Honda - 'Skydivers - Team Leaders'

Article excerpt

I often wonder how people have ideas. Personally, I've tried being drunk, sober, awake, asleep, in a state of panic, calm, on the loo, off the loo, and before, during and after sex.

US writer Gertrude Stein found inspiration scribbling her poems on odd scraps of paper in the driver's seat of her Ford, 'Godiva', parked at the curb. Each to their own.

The mystery of ideas is one I shall be attempting to unravel at Cannes this year. For the purpose of enlightenment, I'm giving a talk about creativity and, to this end, I have identified six characteristics that define creativity. Without giving too much away, it is often as simple as making connections - seeing something in one world and relating it to something exactly the same in another.

The latest Honda commercial smacks of this. You see a car and immediately think of skydiving. Really?

What I mean is, you see a brief from a car manufacturer and immediately think of all the other car commercials that replace car parts with other things such as humans, cake, or bits of robot. …

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