World’s best ads ever #77: Honda draws on its engineering pedigree in ‘Paper’

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The Drum

We asked our readers to vote for their favorite commercials of all time. Top creatives from the World Creative Rankings and The Drum’s Judges’ Club then ranked the ads. Now, we bring you the definitive 100 best TV and video ads of all time.

Honda took an artistic approach to its 2015 animated commercial by opting to showcase the history of its company rather than a shiny new product.

In the short film, viewers are taken on a journey through years of innovation and engineering through a series of drawings. Each piece of paper is laid out on a table and moved by hand throughout the entire sequence in a typical stop-motion style.

It was devised by stop-motion artist Adam Pesapane (who goes by Pes), through the advertising agency RPA, and aired during four early NFL games that year. Overall the spot took around four months to complete, featured thousands of illustrations and was created totally by hand – with the help of some CGI in the editing stage.

To date, the YouTube upload has had more than 6m hits and counting. At the time, the advertising industry praised the car commercial and it was even nominated for an Emmy. In 2016 the ad went on to win big at Cannes Lions, the D&AD Awards and The One Show.