Friday, July 20, 2007

This Honda goes on quite an Odyssey

This current spot for the Honda Odyssey minivan completely baffles me. Set to a soundtrack by (I think) Parliament Funkadelic, it portrays the Odyssey as a groovin' trip machine, as if the mothers who actually drive them use theirs to go out partying and picking up men on Saturday night, when every Honda Odyssey I've ever known is used to haul around young children. (That said, it's clearly the "it" minivan of Westchester County, New York.) It's all good fun to dress up the Odyssey in psychedelia, and outfit it like a disco ball, but that is so far from the car's purpose that it's as off-kilter as setting a Polident commercial to "Rock 'n' Roll High School." OK, you could say that advertising isn't necessarily truthful, but it is aspirational. But do suburban Moms really aspire to being funkmasters? Even if the soundtrack made any other kind of sense, it's also off in that the music it uses—which, from my recollection, dates from the 1970s—would target people in their late 40s and 50s. Minivan owners tend to be families with young children, the parents often being in their 30s. So, unless they were aggressively into funk as toddlers, they don't even get the reference.

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