If “simplicity” is the new mantra then Honda was way ahead of its time.
August 1, 2012
Making simple cool, circa 1980
New York Times marketing columnist, Stuart Elliot recently wrote an article heralding “simplicity” as the new, new thing in Adland and popular culture in general. He cited numerous examples of modern marketers capitalizing on a trend to “get back to the basics” and to provide consumers with “simple solutions.” Somewhat wearily, trend spotter Marian Salzman added, “We envy the time we had just three TV channels to choose from.”
Reading this article I could not help but think of my father’s agency, Rubin Postaer & Associates and their decades-long, mostly marvelous campaign for Honda: “We make it Simple.” Later (and fittingly) RPA simplified the tagline to “Simplify.” And while the brand is not overtly using the copy now it informs everything they do. Sort of like “dependability” permeates Maytag.
Somewhat snarkily, I tweeted that Honda was touting simple before simple was trendy, linking Elliot’s story. Within minutes Stuart replied to my Tweet, claiming he’d written about the heritage of simplicity mentioning Honda but it had been edited for space. I responded (more sheepishly now) that I’d merely been looking after my father’s legacy and thanked him for the prompt reply. Author’s note: My father’s legacy does not need me watching it. But I had to tweet something.
A couple things:
First: How cool is it that I can comment on a piece in the New York Times and within seconds receive a reply from its author? I love that about our new world, which is contrary to Salzman’s blather about envying old timey media. Back then you wrote a “letter to the editor” and were most likely ignored. If you got in the paper it was after the fact, when people likely didn’t care about the story anymore, let alone remember it.
Second: Although Honda rightly deserves providence over “Simplicity” in terms of modern advertising campaigns, I’m pretty certain the world has always come across as scary and complicated and that getting back to the basics provided relief. Just ask the Amish.
“Wish Pa would get a Honda.”