DAVID REVIEWS: In the featured series of bumpers made by 2AM for Wieden+Kennedy, inventiveness ensures that the viewers’ interest is piqued. Each bumper illustrates the way Honda's engineers take inspiration from the world around them.

Lane Keep Assist

Airbag

Adaptive Headlights

Stop/Start

Automatic Windscreen Wipers

Fold-Up Seats

Extra Storage

Dashboard

One welcome dimension of the financial squeeze is the need to make every pound spent on advertising really count and one area where we've noticed that the application of this principle is having a decent impact is the murky world of sponsorship bumpers.

Bumpers can be plain annoying. And if they are annoying then their endless repetition ensures that some punters will be driven insane by them... not a good outcome.

So you'd think it would be a high priority to ensure that they bear repetition and that they're fun to watch. But as well know this isn't always the case.

Thankfully there are honourable exceptions. Earlier this year, for example, a series of bumpers for Harveys wrapped around 'Coronation Street' featuring Katie Wix (the marvellously daffy Daisy on 'Not Going Out') and Anna Crilly (the stone-faced Magda on 'Lead Balloon') demonstrated that bumpers can be a real asset to a brand. They weren't comedy master classes but they were light and amusing and - most importantly - there were lots of them.

A different but equally effective approach was recently adopted by The Red Brick Road on behalf of Suzuki for their sponsorship of ITV's movies. A running theme sustained viewer interest and a light touch ensured that repeated viewings wouldn't be irritating.

In the featured series of bumpers made by 2AM for Wieden+Kennedy, inventiveness ensures that the viewers' interest is piqued. Each bumper illustrates the way Honda's engineers take inspiration from the world around them. The clips included in this compilation are representative of a large pool of material available and this too helps to avoid weariness brought on by repetition.

Article on David Reviews here