We expect car companies to advertise speed. What we didn’t see coming was an auto brand to advertise speed reading.
Their latest commercial inspired by trending apps that teach users how to read fast, Honda tested viewers’ speed reading ability. The company created a series of three commercials, all exactly the same except for the music tempo and the speed at which the words appeared. In each video, only one word flashes across the screen at a time, intermittent with a few Hondas racing around the icy landscape.
With each version, the music is faster and the words appear more rapidly. The first version runs at approximately 500 words per minute, and the last one races at 1,000 words per minute. To give you a frame of reference, the normal speech rate for most of us is 120 words per minute – much slower than what you see in these commercials.
The “Keep Up” commercial series challenge viewers to push their limits. Honda has made this year all about innovation and improvement; it makes sense that they want their customers to experience the drive for improvement themselves. Consumers have taken the challenge, too. The three spots combined have more than a half million likes in less than a week.
Honda is proving that “the power of dreams” — their inspiring tagline these days — is a tangible thing. They plan to release several new products throughout 2015. In this commercial, Honda customers are shown they are capable of doing incredible things, just like the commercial’s mantra states. After this ad campaign, Honda will have its customers and its competition scrambling to keep up.