WAX worked with Honda to communicate how the auto company goes above and beyond with leading-edge technology to meet the needs of drivers.
Our challenge was to create YouTube pre-roll videos that people wouldn’t want to immediately skip. A key was to make something different from the stiff, repetitive car ads people are bombarded with on the regular to break through to viewers considering a new vehicle.
We produced five 6-second and five 15-second pre-roll videos for YouTube featuring the velvety voice of Canadian icon and Order of Canada recipient, Gordon Pinsent. Mr. Pinsent’s voice added a sense of gravitas to each video that playfully highlighted the range of features available on Honda vehicles.
Reaction to the campaign was overwhelmingly positive. The 15-second videos received a completion rate 24% over the industry average in the first month, making WAX’s fresh take a booming success.