Honda's plot to turn its Super Bowl ads into a Circus of the Stars calvacade begins here, with the extended remix of the Ferris Bueller-themed ad starring Matthew Broderick airing Sunday to tout the new 2012 Honda CR-V. Who was it that said "remember when" is the lowest form of conversation?
With nearly a dozen automakers pumping ads into Super Bowl XLVI, the game will be over-run with car stunts and inspiring driving. Yet automakers learned last year from Volkswagen's inspired move to let its Darth Vader ad "The Force" onto the web before the game; the clip garnered 7 million views before kickoff, and only boosted buzz about the campaign.
This two-minute version of the one-minute Honda spot airing Sunday shows Broderick, looking as fresh-faced and awake as he has in years, gallops through a faked sick day with a Honda CR-V as his steed in place of a 1961 Ferrari 250GT California -- and therein lies the key to why the conceit doesn't really work. If the video was meant to suggest the CR-V as a fun, seize-the-day vehicle, it's only moderately successful. If the video was meant to spawn wistful feelings for cherished and better-built moments from "Ferris Bueller's Day Off," mission accomplished. We heard at least one other automaker considered this very pitch and turned it down, worried it focused too much on Ferris and not his wheels. They were right.
And speaking for those of us whose entire adult existence has been marked by comparisons to Alan Ruck, there can be no true Ferris Bueller revival without him. Honda, why wouldn't you let my Cameron go?
See Motoramic's gathering of all of this year's automotive Super Bowl ads here