One of the most reliable vehicles, the Honda Accord has achieved considerable success through the years. It did go through a slump in the early 2000s which was when Wieden + Kennedy proposed a new advertising strategy to Honda, based on the company’s Japanese motto, “Yume No Chikara” (“Power of Dreams”). The stated goal of the campaign was to increase Honda’s share of the UK market to five percent within three years and to change the public image of the brand from “dull but functional” to “warm and consumer-friendly”. The campaign (and commercial) was very successful both critically and financially.


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