Post Advertising recently wrote about Noah St. John, a fifteen-year-old who delivered an emotion-packed spoken word poetry performance. He relates intense emotional experiences, all centered around his Honda CR-V.
Noah’s performance is a reminder: Sure, Honda can create their side of the story, alter the texture of their seats, ads, Facebook posts and tweets, but there is ultimately another side to that story that is continuously being written by those who are interacting with their brand. And Honda got a pretty great co-writer. Noah’s story even got tweeted by both Neil Patrick Harris and Debra Messing as “an absolute must watch.”
Honda did not sponsor this video. This is authentic content that is completely unassociated with the brand, which makes it that much more appealing to the audience. As Jon Thomas of Post Advertising points out, this isn’t another thirty-second clip that I avoided; it is a six-minute video that I didn’t want to end. The part of a brand story that is written by consumers is powerful , often more powerful than the brand’s own efforts will ever be.
“There are too many reasons that my mommas found love in each other’s presence. There are too many moments when we are unbreakable. And in this moment, we are one family, constructing roads as we go, burning bridges behind us, adding mileage like graceful aging, driving in our CR-V towards moonlight.”
I mean, come on. This is gold. Through this story, Honda cars transcend their bounds as objects. His Honda is the vehicle of his mothers’ love– for each other, for him– it is their comfort and excitement. After hearing the story, our link to the brand is ultimately altered and we are connected to Honda through the raw and exhilarating lens of fifteen-year-old storyteller, Noah St. John.
Currently, Honda has just given Noah a Facebook mention. Do you think Honda should be giving his performance more attention? Let me know below!