Honda & WK take over the Guardian

It's not as if anyone who picked up the Guardian on Saturday had any chance of getting away from WK London's take over tactic for Honda.

The Guardian is also a client of WK, so there may have been a cunning deal at work here, but i can't recall a time when a 'broadsheet' gave up so much for advertising. It's beyond heavy placement and well in to intrusive advertising. The design work and content of the Guardian has to work overtime not to get lost in the onslaught.

As far as the campaign goes: I like the creative and the strategy is very good. But the placement is way too much for my tiny mind to deal with. The volume doesn't seem to match up with the brand at all.