Honda Ridgeline Matt Mahar

Visual: The ad consists of what appears to be a commercial shipping boat during a very violent storm. They pan across the boat to a jazz saxophonist playing a smooth jazz riff, while maintain the storm around him. The phrase, complete with voice over, says rough meets smooth, after which a Honda Ridgeline drops into the picture, alone. The voice over concludes saying the Ridgeline has four wheel independent suspension.

Target Market: Those in the market for a full size truck but who may want some of the comforts typical asssociated with sedan type cars, such as a smooth ride.

Design and Flow: The ad uses humor and misdirection whereby the beginning of the ad shows a very violent storm, indicating a very rough time then swerves the audience by showing the "smooth" jazz player. This works because the advertising assumes the audience is familiar with what a storm at sea is like, and further assumes the audience recognize the jazz musician is playing a "smooth" riff of music. This is tied to the product by stating the Ridgeline, while maintaining the roughness and durability truck users desire, also has the smooth quality of a comfortable ride, as opposed to many full size trucks. The ad is more emotional by using humor and misdirection to get the audience to associate the Ridgeline with the "best of both worlds" concept.

Product Benefit: The four wheel independent suspension is put forth to give the product superior riding comfort while still remaining a full size, durable truck.

Consumer Benefit: The ride of the consumer is more comfortable than a normal truck, which means it can be used for things outside of work purposes, like running errands and use and an everyday vehicle.

Competition: Ford, Chevy, and Toyota all feature full size trucks but while those products may emphasize safety, workload, power, or pure size, this product focuses on comfort.

Matt Mahar