Hondo Ridgeline Super Bowl 50 Commercial
This year’s Super Bowl ad for the new Ridgeline is an indication that somebody at RPA, Honda’s U.S. ad agency, has clearly been smoking doobs while binge-watching Shaun the Sheep, ultimately asking himself, “Bro, what if these animated sheep were like, real? And in America?”
In the clip, which touts the redesigned pickup’s in-bed sound system—it uses in-bed exciters!—a group of sheep sing Queen’s “Somebody to Love” from 1976’s A Day at the Races. In the fashion of Aardman’s wordless claymation farm comedy, the flock only bursts into song when the farmer’s away.
The spot was directed by Bryan Buckley, veteran of more than 40 Super Bowl commercials. And while it hits the right “Hey! We spent a lotta coin on this!” notes—Freddie Mercury, Brian May, and Roger Taylor’s ornately layered vocals are practically tailor-tracked to back a spectacle of spectacles, after all—the 60-second clip seems to be about 30 seconds too long. It’s not a wholly unpleasant half-minute—it is Queen, after all—but it seems like Honda could’ve made the same impact and saved a number of doubloons in the process.
Or it could’ve just given us 60 seconds of Shaun the Sheep. Which would’ve been rad. Honda, is it too late for a re-edit?