Friday, February 11, 2011

Mindful - Playful

Honda has just released a commercial for it's five-door coupe known in Europe as the Honda Jazz.

This commercial projects creative energy with a "mindful - playful" brand personality. Mindfulness comes from the strategic premise of flexibility to meet unanticipated needs, while playfulness arises from Dr. Seuss-style writing and imagery. 

video

Minnesota's own Garrison Keillor performed the voice-over, adding his own home-spun charm to complete the storytelling.

For more perspective on psychological theory and the development of persuasive advertising, please see Strategic Power of the Theory of Planned Behavior.

Copyright © 2011 by John Eighmey. All Rights Reserved.

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