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Car and Driver: Honda Ridgeline Super Bowl 50 Ad: Life’s a Treat [Video]

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Hondo Ridgeline Super Bowl 50 Commercial

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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?”

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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.

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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.

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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?

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