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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 product roadmap leak points to 'compact Type S' and MDX Type S

The Type S moniker is back along with the 2021 Acura TLX Type S sedan. And today, the internet has sprouted some more Acura Type S news. We caught wind of a forum post on Acurazine through a thread on Reddit that includes a link to a video allegedly shown during Acura’s 2020 dealer meeting webcast. That video doesnÂ’t appear to be live anymore, but an enterprising individual happened to screenshot the most important slide from the video: AcuraÂ’s product roadmap to 2022. HereÂ’s the link youÂ’re looking for. Take this information with a grain of salt. ThereÂ’s a good chance that this intel is correct, but plans change. Most imminent is a redesigned Acura MDX with a Type S variant. We expect an MDX Type S to follow the same formula as the TLX Type S. AcuraÂ’s new 3.0-liter turbocharged V6 would be a fine candidate for this duty. With that powerplant (horsepower unknown, but likely around 400 ponies), it could punch up against SUVs like the Mercedes-AMG GLE 53, or punch down to the Ford Explorer ST. tuned suspension, plenty of appearance add-ons and sportier interior would also likely be along for the ride. ItÂ’s placed directly after the TLX on the chart timewise, so thereÂ’s a good chance that we see a new MDX soon. Next up is the one that weÂ’re especially excited about. A new Type S “compact sedan” is on the way. Acura neglected to give this one a name, which is odd, unless thereÂ’s a big secret it wants to keep. Right now, AcuraÂ’s small sedan is called the ILX. In past (and better) years, Acura named its small cars Integra and RSX. Might we see the return of the Integra name? Or perhaps RSX? ThereÂ’s precedent for an RSX Type S, and this small Acura appears to be getting the Type S treatment.  So, what might a small Acura Type S look like? The car could borrow hardware from the Civic Si, or it could borrow from the Civic Type R. A more luxurious Civic Type R with AcuraÂ’s delightful and sharp styling would be splendid. ItÂ’d be dialed back to fit the Type S name, but nearly anything would be better than the ILX wallowing at the bottom of AcuraÂ’s lineup today. WeÂ’re left to guess at the details for now, but the roadmap shows that car arriving by 2022. There are two other small nuggets of info weÂ’ll point out on this roadmap. Acura doesnÂ’t list an RDX Type S anywhere on it. That could be because the RDX was recently redesigned, so itÂ’s not one of the completely new vehicles listed in the step ladder of new product.

Nice car seeks Millennials | 2018 Acura TLX First Drive

The Acura TLX has a new face. And a rear diffuser. There's also a new A-Spec version with stiffer dampers, quicker steering, a snarlier engine, and snazzy red leather. Plus, every TLX has a revised touchscreen with Apple CarPlay and Android Auto. That pretty much sums up the refreshed 2018 Acura TLX entry-level luxury sedan, which didn't exactly drop into the market with a splash when it launched originally. Is all of that enough to make a difference? Probably not. After a day driving it around southern Indiana and the outskirts of Louisville, Kentucky, the TLX continues to be a perfectly nice car. It's refined and the cabin is well built, but otherwise the sedan is unremarkable. Ah, but there's more going on here than just a mid-cycle refresh. The 2018 TLX is Acura's latest effort following the revised MDX to recast itself as the maker of "precision-crafted performance" cars, inspired by both the NSX and the Precision Concept car shown at the 2016 Detroit Auto Show. It's a top-to-bottom, R&D-to-marketing attempt to better appeal to today's holy grail of customer: the Millennial. To do that, it goes beyond the cars themselves. New Acura commercials are a far cry from an authoritative James Spader rationally extolling the virtues of this and that. There are fast cuts and three images perpetually on screen. There's pulse-pumping music, bright colors, and words like "Geek + Chic" and "Super + Sonic." There are many not-exactly-subliminal images of the NSX. There's a red Power Ranger. It's hip! It's young! It's Millennial! It's also a marketing campaign that has apparently connected with its target generation – well, at least in focus group ratings. "If you look at what the other brands are doing, and particularly the luxury brands, it's so serious," said Jon Ikeda, Acura vice president and general manager. "We're trying to make it more inclusive, not intimidating, more youthful, more optimistic, and more fun. We want to have fun with it. "[The commercials] are trying to set the tone of Acura in general, to make people go, 'OK, I'm interested in that, I want to go drive that.' Now it's up to us to make sure the product reflects that." And Ikeda is actually in a position to make that happen. He's not a business guy or a Mad Men marketing sort – he's moved upstairs after spending decades in design, a tenure that included penning the third-generation TL, the best-selling Acura model of all time and one of the best-looking.