I thought the main goal of this ad was to create an association in the viewer's mind between Honda and complex, intricate machinery, and to stand out in the viewer's mind by using an aesthetic appeal.
The ad features two full minutes of a Rube Goldberg-type machine with increasing levels of intricacy, beginning with a cog rolling down an inclined plank and ending with a ramp lowering to move a Honda Accord. All of the parts of the machine are Honda car parts. At the end, after the car is lowered, a narrator says, "Isn't it nice when things just work?"
When the viewer sees the machine, the first thing that is apparent is the precarious balance of all the parts, working seamlessly together in a clearly engineered and perfectly calibrated way. Seeing the intricate machinery working together so well gives the impression that Honda cars also are painstakingly engineered to produce such exact results. The fact that all parts of the machine are Honda car parts contributes to this; it is almost like this is what a Honda car looks like on the inside. A simple solution appeal is also used to further this message. The narrator's assertion that Honda cars 'just work' assures the viewer that regardless of the complexity of the process, Honda's product is worth buying. Also, when watching a Rube Goldberg machine, one gets a feeling of nervousness and apprehension as the process gets more complex. Seeing the complexity of the machine confuses the viewer, and makes them feel as if there are terrible, elaborate problems to be solved when making a car. Then, after the machine is successful, the narrator tells the viewer that Honda cars work, assuring the viewer that they have solved the hurdles of auto engineering.
The ad also uses an appeal to the viewer's need for aesthetics. Watching a Rube Goldberg machine is visually appealing, as you can't immediately see how it will work. The main reason this appeal works is that it subtly introduces the viewer to the product, making it memorable. Personally, I was entertained so much by the Rube Goldberg machine that at first I didn't realize it was made of Honda parts. In this way, the advertisers create memorability through aesthetics; realizing the Honda parts partway through is surprising and makes the commercial stick in the viewer's mind.
I liked this ad. I think using parts of their product in an artistic and creative way was a clever method of advertising that didn't shove anything down your throat.
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