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Dear Honda Malaysia

Kheng-Yin Beh
PO Box 491
75670, Melaka

March 22, 2012

Honda Malaysia Sdn Bhd
Sales & Marketing Office
Lot 15, Jalan 13/6
46200 Petaling Jaya
Selangor Darul Ehsan

Dear Honda Malaysia,

Last week I visited your showroom and saw the CR-Z for the first time. I must say, it’s a nice coupe that I would love to have, if only the price could be lower. And I also read one of your CR-Z promotional flyers with a tagline that goes “Who says you can’t make Angry Birds happy?”. I find it really puzzling.

As a knowledge-hungry person, I am always curious to find out the whys and hows, including why Angry Birds are angry. It turns out the answer can be easily found in the game’s cinematic trailer: The Birds were once a happy family who guarded their eggs lovingly. Then some green pigs appeared and were mouth-watering over the eggs. They stole the eggs and cooked them while the Birds were distracted by a mosquito. By the time the Birds found out, it was already too late. The Birds became volcanically angry, of course, and launched their revenge attacks on the pigs. Hence the Angry Birds.

I’m not a fan of Angry Birds, though I played the game before and did pretty well. I agree, it’s such an adorable game that no wonder everyone and their mother is crazy about it. So I do see your intention of tagging along on its popularity. But I don’t see what has Angry Birds got to do with Honda CR-Z. Please do not get me wrong. I am not writing this letter to criticize your marketing tactic. I am just curious. To me, your tagline is as intriguing as why eating popcorns will make women stop wearing high heels.

I certainly believe that you as a big brand, there must be a reason behind your tagline. (Your copywriter didn’t write nonsense did he/she?) So why do you say Honda CR-Z would make Angry Birds happy? Could you please enlighten me? Thank you.

Sincerely,
Kheng-Yin Beh

 

Sponsor:

Reply:

HONDA

Honda Malaysia Sdn Bhd
Lot 15, Jalan 13/6,
46200 Petaling Jaya,
Selangor Darul Ehsan,
Malaysia.
Tol Free: 1-800-88-2020


HMSB/CRD/CCU/0068/04-12


3rd April 2012

Kheng-Yin Beh
PO Box 491
75670 MeLaka.

Dear Kheng-Yin Beh,

Re: Honda Hybrid Campaign Tagline

Reference is made to your letter dated March 22, 2012. Thank you for your interest in the recently launched Honda Hybrid campaign. We are glad that you have taken notice and responded to our campaign.

To respond to your query, the rational for the Hybrid campaign revolves around Honda’s inspiration towards mother nature. As such, it inspired the birth of the Honda Hybrid family.

Our series of advertisements were written to highlight and iron out environmental issues, and explaining how Honda Hybrid vehicles have a positive impact to the environment and in no way does it make reference or association to 3rd party entities such as the Angry Bird game mentioned in your letter.

Once again thank you for your interest.

Should you want to know more about the Hybrid campaign, please visit our website at http://hybrid.honda.com.my/

Yours sincerely,
Honda Malyasia Sdn. Bhd

[signed]

Jahabarnisa Haja Mohideen
Head of Customer Relations Department

Scan of the letter from Honda Malaysia

Commentary:

If not because of Honda Malaysia’s use of “Angry Birds” in their campaign tagline, I wouldn’t have paid attention to their Hybrid campaign. Wasn’t it their intention to grab people’s attention with the popular household name? In fact, the main reason I wrote to Honda is because of how stupid their tagline sounds for linking their car’s green technology with “Angry Birds”. It’s obviously a case of creativity gone wrong. It does nothing to promote their campaign except for making their marketing look shallow. While I’m glad to receive a response from Honda Malaysia, their explanation doesn’t give any more sense to their tagline, nor does it clear their intent to ride on the popularity of Rovio’s Angry Birds.

By Kheng-Yin Beh

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