By on February 8, 2017

Visual Clarity

Telling someone that you can run a car on hydrogen — a greenhouse gas — and emit clean water as the singular byproduct is already an extremely novel concept. You don’t need a laser light display or sideshow antics to make that fact more interesting or palatable. In the case of Honda, you absolutely do not need to include the disembodied heads of singing children bathed in light. In fact, the actual message might even become partially lost in the abyss of confusion you’ve created as people furrow their brows and wonder if someone has snuck a psychoactive drug into their beverage.

For reasons clearer to hired visual artist Adam Pesapane than myself, the 2017 Clarity Fuel Cell ad campaign uses a central theme of floating heads — frequently representing chemical compounds and molecular structures. The end result is as informative as it is unsettling, though it heavily favors the latter.

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Recent Comments

  • olddavid: I agree. I live where most electricity is generated by hydro and/or nuclear at Hanford. In my travels I see...
  • RHD: Yaffle, dear readers, means an armful, or a green woodpecker. Maybe what the author could have written was...
  • Inside Looking Out: If DeLorean had 14 billion $$ and if he did not betray original engineering team and did not twit...
  • Inside Looking Out: And Saturn.
  • 28-Cars-Later: Just an opinion for the editor, why do you maximize the size of the blue GM logo? I ask because it...

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