Honda Lays Down the Law With Minivan Ad

Advertiser: American Honda Motor Co.

Agency: Rubin Postaer & Associates, Santa Monica

Challenge: Launch the remodeled Odyssey minivan.

The Ads: In two television commercials, various family members are seated around a conference room table, with lawyers at their side, dickering over minivan features. In one ad, an attorney for twin 4-year-old girls wants twin sliding doors. The father’s attorney pushes for power--not just power windows, power doors--but a V-6 engine. Then the mother’s attorney insists on cargo space for grocery shopping. The lead attorney, weary from the demands, calls out to his secretary, “We’re going to need lunch in here.”

Comment: Can it get more obvious? Honda has eliminated some features of the old Odyssey--the hinged rear doors, the underpowered four-cylinder engine--and built a larger van closer to American tastes. With all those lawyers around, we can’t wait to read the warranty.

$$+ Ads are rated from $ to $$$$, based on tastefulness and probably effectiveness, with $$$$ being highest.