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Honda Reteams with PES for Weird Clarity FCV Commercial

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Honda Looks Toward Tomorrow with 2017 Clarity Fuel Cell Marketing Campaign

If you closely follow news about Honda and/or alternative-energy vehicles, you may be familiar with the 2017 Clarity Fuel Cell sedan, Honda’s hydrogen-powered fuel cell vehicle that just launched in California. For those who haven’t heard of the Clarity, though, Honda has chosen to introduce them to the zero-emission automobile in a way that’s… kind of weird, honestly.

Honda is promoting the car with a multi-channel marketing campaign titled, “Always Thinking About Tomorrow,” which is inspired by the Japanese automaker’s global environmental slogan “Blue Skies for Our Children.”

In fact, it takes the whole “Blue Skies for Our Children” thing quite literally. Check it out:


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The ad was created by PES, the Oscar-nominated stop-motion artist behind Honda’s award-winning, animated “Paper” ad and ambitious “Power of Ridgeline” spot. Somehow, this floating heads video doesn’t seem up to the same level as the artist’s past work.

Then again, maybe this is a brilliant ad campaign. If you take it for granted that the target market for a zero-emission vehicle is affluent West Coast liberals, than a pro-environmentalism message being conveyed by a multiethnic cast of children singing Bill Clinton’s 1992 campaign song is maybe not that bad of an idea.

In addition to running this commercial on local TV in top California markets, Honda says the Clarity Fuel Cell campaign “will include California- targeted homepage takeovers on Business InsiderCNNSlate, Digital Trends and more.”

Oh yeah, people who live in California and read Slate are going to eat this stuff up…


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