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Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.

Acura recalling 76,000 TSX sedans in certain cold-weather states

Parent company Honda is issuing a recall for Acura TSX vehicles from model years 2004 to 2008, for a rather interesting fault with the electrical systems (well, kind of). It seems that TSX made between during that range have carpeting that degrades when it becomes saturated with "corrosive materials for deicing." The carpeting is in contact with each Acura's electronic control unit, which may in turn rust or become corroded as a result. All of that business could cause the engine to stall.
Acura is singling out cars registered in states that use these corrosive deicing materials (presumably road salt): Connecticut, Delaware, Illinois, Indiana, Iowa, Kentucky, Maine, Maryland, Massachusetts, Michigan, Minnesota, Missouri, New Hampshire, New Jersey, New York, Ohio, Pennsylvania, Rhode Island, Vermont, Virginia, West Virginia, Wisconsin and the District of Columbia.
Owners of affected vehicles will be notified by Honda and instructed to bring their cars into the nearest Acura dealership. Dealers will inspect the ECU for damage, replace if needed, and cover with a waterproof piece; all free of charge. Check out the official recall notice below.

2024 Acura ZDX caught in spy photos

We've got our first look at the 2024 Acura ZDX electric luxury SUV. And as we expected, it's not following in the funky coupe-like tire tracks of its namesake. Instead, it's clearly based on the recently shown Acura Precision EV concept, albeit clearly toned down. The overall profile is pretty conventional, with a relatively upright rear hatchback. But the ZDX does still look fairly sleek with its low roof and quite long nose. And on the topic of that roof, it has the partial floating design previewed on the Precision. The ZDX's nose looks much more blunt compared to the Precision EV, which we don't think is a bad thing, as the Precision was a bit beak-y. And at the back, the rear fenders look more pronounced and the window-sill area is also pushed out further. Again, these don't seem like bad changes to us. Like the Honda Prologue, the ZDX will be based on a GM Ultium platform, likely the version underpinning the Chevy Blazer and Cadillac Lyriq. There's a wide array of motor configurations that could be offered on the ZDX. Since there will be a Type S version, we could see that one getting the Blazer EV SS's 557-horsepower dual-motor all-wheel-drive powertrain. It's hard to say if other versions will be all-wheel-drive-only, or have rear-wheel-drive or front-wheel-drive versions, since all are possible. We should know more when the SUV makes its debut in 2024. Related video: