Honda's 'Paper' campaign is the brand's most stripped-down commercial in years. It is well-known through past marketing campaigns that Honda likes to tell its story. In the first commercial for Paper however, Honda is able to creatively tell its history in a flipbook-like manner.
Much like the title entails, Paper refers to how designs and concepts are first thought of. Every model that Honda now builds began as an idea on paper, and the commercial brilliantly displays this through a fast-moving series of images, sketches and drawings, some of which are brought to life.
The tagline for the Paper campaign is: "You'll never know where a dream will lead you," appealing to the origins and beginnings of the brand. Also, the campaign speaks to Honda's ability to be an innovator in the auto industry.