#18 | Honda – Pastport

The 2019 Honda Passport Pastport trim is an April Fool’s joke that makes a strong argument for why nostalgia for the 1990s can’t end soon enough. The automaker’s prank wants people to know that the company also remembers all the cliched parts of the decade like slap bracelets and roller blades. 

Honda puts the emphasis on the Pastport’s simplicity in comparison to the relative complexity of modern vehicles. The closest thing to an infotainment system here is the digital clock. The HVAC controls are just a pair of knobs with a lever in between them. Automatic windows, coin holder, and air conditioning are also among the amenities. Want to listen to that giant binder of CDs? Then plug in the Discman through the cassette adaptor.

AVG SCORE

70.0%

Entertainment Value 67%
Quality of Execution 67%
Opportunistic Absurdity 80%
Brand Relevance 80%
Cultural Impact Potential 57%

Ranking Criteria

Entertainment Value – How universally funny, original and clever is the underlying concept? To what extent does it make you laugh, ponder, and make you want to share it with others?

Quality of Execution – How well is the underlying concept presented, what is the level of execution, attention to detail and overall campaign quality?

Opportunistic Absurdity – To what extent does the underlying concept actually capture the seed of a new business idea or potential market offering?

Brand Relevance – To what extent is the underlying concept consistent with, and can help propel the brand essence and market positioning of the company?

Cultural Impact – To what extent can the underlying concept serve to unify and align staff around optimal strategy and culture?

Each year, Stand-Up Strategist selects, ranks, and celebrates the best corporate April Fools campaigns worldwide – based on their potential to impact corporate strategy and culture.

Stand-Up Strategist can help your business harness humor and creativity as the engine for strong growth, internal alignment and expanded relevance.

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