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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 may go all AWD in bid to mimic Subaru's success

Acura's struggles have been well publicized. The Honda-owned luxury brand doesn't seem sure of where it's going or what it's trying to accomplish, with its cars and marketing lacking a coherent theme. Now, a new report from Automotive News claims that the brand could follow the success of Subaru and (to a lesser extent) Audi, and adopt all-wheel-drive as standard across its model range.
"I think that's the way we should go," Acura boss Koichi Fukuo told Automotive News.
Acura already offers some form of all-wheel drive on every vehicle in its line aside from the lamentable ILX sedan. That could change as Acura begins rolling out next-generation versions of its still relatively new stable of sedans and crossovers.

2019 Acura RDX crossover gets turbocharged power, A-Spec version

NEW YORK — Calling the RDX that Acura showed at this year's Detroit Auto Show a "concept" was stretching that term to the limits of credulity. The production version of the 2019 RDX is here, and this turbocharged crossover with available AWD looks darn near identical. While it offers all-wheel drive like its Lexus NX and Audi Q3 competitors, Acura's next-generation SH-AWD should be a serious selling point. Let's cover that "Super Handling All-Wheel Drive" system for a moment. It takes power from the 2.0-liter, 272 horsepower and 280 pound-feet of torque engine and routes it up to 70 percent rearward, and there's real torque vectoring (rather than brake-based faux vectoring) to shift 100 percent of that rear axle power to either wheel. The broad strokes are similar to the outgoing model's system, but there's much more available rear power bias — in the 2016 model, up to 40 percent could be sent to the rear. And that was up from 25 percent for pre-2016 models. The takeaway is that the RDX should handle a lot better on both dry and slippery pavement, and feel a bit sportier doing it. A new engine may help as well. The outgoing 3.5-liter V6 is replaced by a turbocharged four-cylinder, almost certainly related to the unit in the Accord and Civic Type R, and tuned somewhere in between those cars (252 and 306 horsepower, respectively). We expect the new engine to be lighter than the old V6, and less weight off the front end should improve steering feel and handling. For those keeping track, the new engine is down 7 horsepower but up 28 pound-feet in torque, and thanks to turbocharging the torque band starts down low and is relatively flat, so more oomph from a stop and on through the rev range. The six-speed automatic is gone, replaced by a 10-speed automatic. Most of its competitors use six- or eight-speed units, so that'll be a marketing focus. As you'd expect, the individual ratios are closer-spaced but the total ratio spread is, according to Acura, 62 percent wider than the outgoing automatic. There are steering-wheel-mounted paddles if you'd like to shift yourself. Since the styling is very much a lightly retouched Prototype RDX from the Detroit show, it's nice to be able to give a sense of the new car's proportions with hard numbers. First of all, it's riding on a 2.6-inch longer wheelbase. Overall length is 187 inches, up from 184.4, and width is unspecified.