Arrive home before yourself

Agency Network: 
Published/Aired: 
December 2011
Honda:  Arrive home before yourself
Honda Print Ad -  Arrive home before yourself

Description

Print advertisement created by McCann, Israel for Honda, within the category: Automotive.

Caption

Arrive home before yourself. Honda CBR 1000 RR

Advertising Agency: Mccann Erickson,TLV, Israel
Executive Creative Director: Itai Galon
Creative Director: Irmi Nir
Art Director: Dana Moshkowitz
Copywriter: Tal Menkes
Photographer: Ilan Besor
Retouch: Yan Fedoroff
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Highest Rated

clearsky1989's picture

are you really in creative? I don't think so.

The concept here is "Faster than Thought"

i.e. With this fast bike, he reached and settled in his home before he even thought about it.

Simple.

clearsky1989
Activity Score 427
Copywriter at Grey
morse's picture

I don't get it. Is it funny to find yourself in bed with your wife?

morse
Activity Score 17897
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Roger Keynes's picture

AND she looks pissed.

Roger Keynes
Activity Score 5458
Copywriter |

The Jobless Writer
Will Think for Salary

Hadrons's picture

Let's see - He is surprised both in bed and at the door, she is pissed, the evidence in the room looks like this was a tryst - and you are trying to sell me a powerful 1000 cc motorcycle for heavens sake ?! -
So you come to the conclusion: the creative team was probably horny, and the client didn't get any that day.
This is only an educated guess, other than that i can't explain why they chose this bad angle to sell such a beast.

Hadrons
Activity Score 5832

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

clearsky1989's picture

are you really in creative? I don't think so.

The concept here is "Faster than Thought"

i.e. With this fast bike, he reached and settled in his home before he even thought about it.

Simple.

clearsky1989
Activity Score 427
Copywriter at Grey
neztor's picture

thanks for the explanation. I personally, like a lot of ppl in here, couldn't see it that way. Maybe it needs your copy: "faster than thought", that works.

neztor
Activity Score 42
Copywriter at Pragma |

www.be.net/neztor

NicoCiego's picture

*facepalm*

NicoCiego
Activity Score 1019
Art Director at Quezon City Philippines
simonds08's picture

+1

simonds08
Activity Score 550
tamer samy's picture

is it a 44 shoe size !

tamer samy
Activity Score 675
Photographer at LEAP STUDIOS |

TAMER SAMY
www.leapstudios.net

kalpesh78's picture

too far fetched...

kalpesh78
Activity Score 2496
Chief Creative Officer at Uniqish Brand Creche |

ideas....30 minutes nahi toh free.

kleenex's picture

The copy does not work with the ad at all.

kleenex
Activity Score 57557
Web Designer/Developer
Ed Rapport's picture

Where's The BENEFIT? What's The of selling sex?

Ed Rapport
Activity Score 712
Copywriter at Bookshop Ads - Advertising Portfolio Workshop - Copywriting
andylefty's picture

For a motorcycle sure.

andylefty
Activity Score 4297
Graphic Designer at Central Saint Martins College of Art and Design
Andrej's picture

This may just be one of the poorest and most ham-handed ideas ever executed.

Andrej
Activity Score 640
Copywriter
clearsky1989's picture

Which is poor? This idea or your eyesight?

clearsky1989
Activity Score 427
Copywriter at Grey
clearsky1989's picture

Damn. Never criticize an idea without fully understanding it.

clearsky1989
Activity Score 427
Copywriter at Grey
luckyzebra's picture

If it's not easy to understand, then one sure can criticize it, I say.

luckyzebra
Activity Score 93
clearsky1989's picture

Brilliant Insight !The guy never realised when he reached home.

clearsky1989
Activity Score 427
Copywriter at Grey
bobby666's picture

clearsky, i really like the way u supported the ad... its really a cool insight... and one needs brain to understand... the morons get pleasure talking crap... good work team...

bobby666
Activity Score 1448
RMG Connect, India
simonds08's picture

this ad blows

simonds08
Activity Score 550
Nike Diesel's picture

Cheap shot on sex again, but the line is funny.
IMO they all should've been surprised. And it shouldn't be about sex.
Should have dug deeper on the insight because the concept is good.

Nike Diesel
Activity Score 13478
Art Director
TheWasteBin's picture

It's supposed to be cheeky. It says, 'We make really fast bikes, like so fast you'll arrive home before yourself.' It works and is funny because it uses situational humor in a situation that could never actually happen. It's obviously not making a connection to sex, don't take it too litterally and you'll do fine.Made me laugh. Might work better though if everyone had a confused look. Maybe the guy at the door looking at the girl, girl looking at both of them, and guy in the middle looking bewilderingly into space. Just my 2cents.

TheWasteBin
Activity Score 108
Copywriter at Deluxe Corporation
hoozn's picture

Thx Cpt Obvious =)

I think everyone gets the idea (probably because the explanation is part of the copy).

However, as you already pointed out, the picture itself is a bit weird and refers to cheating (which inevitably leads to the sex connection) rather than to that "WTF? oh, wait, i see what you did there. lulz" moment.

hoozn
Activity Score 355
Vienna |

who cares? ima play some tunes instead http://www.mixcloud.com/hoozn/

TheWasteBin's picture

Ha, yeah, I completely agree, pretty obvious. Just helping our fellow ads of the worlder's out. A few of the early comments didn't seem to completely grasp the concept. My bad.

TheWasteBin
Activity Score 108
Copywriter at Deluxe Corporation
nourgad's picture

amazing and blows

nourgad
Activity Score 17
Graphic Designer at Viewpoint
guto_soares's picture

The copy could be better.

guto_soares
Activity Score 105
iambusy's picture

i still liked it...its nice. its got that feel... in a different way... daja vu types

iambusy
Activity Score 2213
Copywriter |

busy.

sintra's picture

nice , copy could be better.

sintra
Activity Score 691
Administrative
MikeYikes's picture

Funny.

MikeYikes
Activity Score 117
Creative Director
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