Motion Graphics Deconstruction: Honda Advert 24/11/2013

After surfing Youtube trying to find a different motion graphic I came across this pretty clever advert. I remember thinking how cool this was when I first saw it on TV, so here's my analysis.

This is an advertisement for the Honda car company, instead of just advertising just one particular product, this advert is different. It advertises the manufacturer as a whole. It achieves this by showing Honda's most iconic and popular vehicles being made by two hands. The hands represent the Honda engineer or designer, and is done in a very modern and interesting way, it is used to show how ideas and designs can be produced from something very simple and small.

This style of motion graphics is a combination of real-time video, 3D models and special effects techniques. The various models throughout the animation appear to be real, but there are also elements that are 3D models. This is done in order to make the transformations of the vehicles believable and appear to be done by the hands, the advert aims to be as realistic as possible. Examples of motion graphics that can be seen throughout (apart from the vehicle transformations) are quite subtle, from smoke coming out of the back of the bikes and cars, to the inflation of the squashed car.

The staging in the advert is very simple and gives a very modern feel. When viewing car adverts, their main aim is to advertise not only the car, but to show they have the most original ideas, they're all about innovation. The camera and lighting stays the same throughout the clip. The white background of the desk is simple and in keeps with the theme. It also is used to make the hands and the vehicles stand out, helping to maintain the viewer's focus on the main information. The hands are also another factor that don't move, this gives the impression that the viewer is perhaps looking down onto the scene through the eyes of the designer. This method helps to make the advert stand out as it is an unusual camera angle for an advert.

This advert is slightly different in the way it's set up compared to previous deconstructions, there isn't writing throughout the advert, there also isn't written indications of what the information is representing. The text only appears at the very end with the 'Honda' name and it's tag line. Instead, the vehicles replace the text's job, a lot of people would likely recognise at least one of the models shown so they could relate it to Honda. If they didn't know what the advert was about, the original and interesting idea is used to inform them about Honda's history and the way it develops it's ideas, potentially creating new customers.

Finally, there is a variety of sound used throughout the advert, mainly consisting of the real sounds of the vehicles and the clicking sounds where the hands change the object, for example altering the bolt to create an engine. There are also areas where songs and music are used, these are perhaps used to represent the years in which that particular vehicle was produced. The sounds are also very in-sync throughout the animation and are notably very clear and sharp, this is to keep the animation as realistic as possible.