Directwatch: Honda - 'Prospect welcome pack'

Call me sad - and many alleged friends often do - but I really love cars. Properly engineered cars built with a passion for motoring and an attention to detail you can feel.

With this in mind, it was with some trepidation that I delved into a goody bag of recent car mailings. As it turned out, I was right to be nervous. Once my partner had prodded me back to consciousness - pointing out that snoozing on the office sofa is soooooo 80s - I was really hard pressed to find something inspirational. You see, there is a shocking truth about car marketing - shocking at least to those of us for whom a beautifully turned wheel arch, an exquisitely machined engine block or an elegantly functional row of switches is important.

It is that most car advertising is bad, dull and unimaginative.

In my goody bag was work from brands about which I have the strongest and clearest feelings. Yet their printed expression seemed, well, rather expressionless. So I was genuinely excited that at least one manufacturer had found a way to express a feeling about driving, cars and motor engineering that is genuinely different, but avoids being wilfully quirky or mannered.

And actually makes sense. It is, of course, Honda.

Simple and distinctive, this is unpretentious work firmly rooted in truths about the engineering origins of the company. And which sits comfortably with the outstanding TV and press work, without merely trying to mimic it.

It has a simple but functional format (how very Honda) and I like the sense it gives of a single, clear philosophy behind the cars and the company.

I also like the complete lack of lifestyle nonsense, predictable car shots and completely gratuitous (and seemingly inevitable in the car world) extra packaging. Nice one Honda. Long may you prosper.

I can't finish without trying to prove my point about bad car work. One of these packs talks about breaking rules. Curiously, it breaks a few itself. Like the one stating old creative cliches should never see the light of day. Like the Rule of Truss, which tells us about the correct, use, of, commas. And finally, the rule saying never, ever be boring; least of all about an exciting car. Point proved?


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