The talent in a new TV ad for the Northwest Honda Dealers Association got a bigger bang out of the shoot than agency AKA/Portland, Ore., ever expected. The ad features exaggerated ways to check the durability of an Accord, ranging from having muscle men pound the vehicle to dropping an ocean liner on it. AKA expected to pull off the feigned demolition without damage. But the muscular actors – recruited from Gold’s Gym – used the wrong end of their rubber mallets (the wooden handles) and did $2,600 worth of damage to the car. Too bad they didn’t pay attention to the tag-line: ‘If you really want to test the durability of a Honda Accord, just look in the Bluebook.’
Copyright Adweek L.P. (1993)