Sequels. Often poor (Dead Man’s Chest, Staying alive, Blues Brothers 2000, Batman & Robin and even Caddyshack II), and occasionally great (Aliens, The Godfather Part II, The Empire Strikes Back and even Shrek 2).
So what about Honda’s latest sequel? Impossible Dream II?
It’s no secret that I’m a big fan of W+K’s Honda campaign, but when I found out they’d re-edited Impossible Dream to create a sequel I was worried. I mean, why? Were they running out of money? (But it’s Honda??) Running out of ideas? (But it’s W+K??) No the answer’s simple: The big idea it still relevent.
Each of the products featured were originally featured to represent a realisation of one of Honda’s ‘Impossible Dreams’. So their recent realised dreams – a new Hybrid, ASIMO and the HondaJet were cut in to create a new, longer version for 2010: Impossible Dreams II.
The resulting ad manages to retain the elegant flow it’s forbear delivered for the most part, yet whilst the new ad’s killer end-line “What good is dreaming it, if you don’t actually do it” feels as if it should have been there all along, I can’t help but feel the end lacked the dreamy quality of the original. It lacked the sense of surprise and wonderment when the Balloon rose through the mist. That end scene felt gentle and dream-like – It felt like our heroin had the Power Of Dreams.
But despite my preconceptions, and the fact it’s a little eery to watch ASIMO wave our traveller back home, it’s still a spectacular ad. One which manages to both keep the client happy – featuring masses of product, brand values and plenty of logo time – and deliver a solid idea. Not bad. Not bad at all.
Agency: Wieden + Kennedy London
Production Company: Stink
Director: Ivan Zacharias
Creative Directors: Tony Davidson, Kim Papworth, Sam Heath, Chris Groom
Copywriter: Sam Heath
Art Director: Chris Groom