We think what we're learning about when studying the greatest adverts of all time, is each and every advert tells a story of the journey.

In the 2005 Honda "Impossible Dream" advert we see machine after machine of dreams, from the past to the current.

We also learn that by telling a story of a journey we can share in the effort, continuity, and contribution of the business.

When we create adverts, there are those adverts that trigger moments, limited time offers etc, but we are looking for adverts that help create a relationship, lifetime value, customer retention,

These adverts, take us on a journey.

The words of the advert - a song by Andy Williams are also great to read and think about the message they add to a journey.

To dream the impossible dream

To fight the unbeatable foe

To bear with unbearable sorrow

To run where the brave dare not go

To right, the un-rightable wrong

To love pure and chaste from afar

To try when your arms are too weary

To reach the unreachable star

This is my quest, to follow that star

No matter how hopeless, no matter how far

To fight for the right without question or pause

To be willing to march into hell for a heavenly cause

And I know if I'll only be true to this glorious quest

That my heart will lie peaceful and calm

When I'm laid to rest

And the world will be better for this

That one man, strong and covered with scars

Still strove with his last ounce of courage

To fight the unbeatable foe

To reach the unreachable star

You can watch it here, or I've embedded it below.

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