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Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.

Acura TLX sales stopped over rollaway fears

A bad indicator that could convince customers that affected cars are in park, even when they aren't, has pushed Acura to issue a stop-sale for the V6-equipped TLX sedan. The company has already alerted the National Highway Traffic Safety Administration of the potential safety defect. According to Consumer Reports, the defect is being blamed on unnamed transmission components in the nine-speed-automatic transmissions, which were damaged during assembly. A representative from Acura confirmed to CR that a more complete statement would be coming once the case can be reviewed by NHTSA. At this point, this case isn't a full recall, although it seems quite likely that's the direction it will take. Stay tuned for more.

Acura doesn't have plans for a new MDX hybrid

Besides an entirely new platform, suspension, and a turbocharged Type S model coming soon, the 2022 Acura MDX is new in another way: it seems to be losing its hybrid trim level. During a media roundtable, Acura's global development lead confirmed that there are no plans for a hybrid version of the new MDX. Part of the reason for the lack of a hybrid for the new MDX is the aforementioned Type S model. The Acura development lead noted that the outgoing MDX Sport Hybrid is the current sporty, high-output version of the crossover. That mantle is now being taken over by the Type S with its turbocharged 3.0-liter V6. The new Type S makes 355 horsepower and 355 pound-feet of torque, which also represents a large power increase over the Sport Hybrid's 321 horsepower and 289 pound-feet. The Type S won't be able to do everything the Sport Hybrid could do, though. While official fuel economy numbers haven't been revealed, we're confident the Type S won't be able to hit the 27 mpg combined of the hybrid. The Sport Hybrid's powertrain was also quite interesting, as it combined its 3.0-liter naturally aspirated V6 with a trio of electric motors. A single motor worked in conjunction with the engine to power the front wheels, and one motor each powered the rear wheels and provided torque vectoring. It was sort of like a backwards NSX. While Acura doesn't have plans for a hybrid right now, it is possible the brand could change its mind. And in an ever electrifying world, it would be surprising if we never saw a hybrid MDX return. Related Video: