Was watching Superbike racing recently (not that I'm into bikes, it's just what you do when you have a 9 year old son).
Anyway, Honda's Impossible Dream ad comes on, which Joshua said he really liked. And this was different to his liking of, for example, Churchill Insurance ads (you can take only so much repetition of Churchill the Dog's 'oh yes' before you want to break something!). This was real engagement.
His reasons why? It's "weird and interesting". Which I guess it is really.
Personally, I've never been totally convinced by this particular Honda ad: think there could be a bit of Emperor's New Clothes about it. But then maybe that's just the head of an envious old cynic talking and 9 year olds know the truth.
Interestingly, the last ad I can remember him showing an engaged interest in was 'Hate Something', so Honda must be doing something right...if that's only sowing seeds with future generations of motorists.
Suggests an interesting angle for research though. It's usually pretty obvious whether you're saying the 'right' thing I think (but if you need reassurance, talk to some of consumers). Want to know if you have something truly magical and special though? Maybe it's better to ask kids. Skip the world-weary cynicism and see what those who haven't had the sense of wonder beaten out of them think.
After all, even us cynics respond at a gut level to a bit of stardust and magic (even if we don't like to admit it to anyone).
