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New Honda Civic ad
Posted by Eliza Williams, 15 December 2009, 11:10 Permalink Comments (23)
Wieden + Kennedy in London has come up trumps once more for Honda, with this new TV spot for the Honda Civic...
The ad, titled Everything, uses clever editing to emphasise the breadth of Honda's engineering, with all-terrain vehicles, boats, motorcycles and even Honda's humanoid robot Asimo all making an appearance. The ad ends with the familiar Garrison Keillor voiceover, who pronounces that 'everything we do goes into everything we do'.
“Our intention was to make a film that illustrated Honda’s broader view of engineering," says creative director Chris Groom. "Through a fluid series of fractured visuals, music and sound design we wanted to demonstrate how everything they make and do is interconnected and distilled into its cars – in this case the Civic.” The soundtrack, Atlas by Battles, has also been rearranged to fit to the picture and reflect the style of editing featured in the spot.
Credits:
Agency: Wieden + Kennedy, London
Creative directors: Tony Davidson, Kim Papworth
Creatives: Sam Heath, Chris Groom
Production company: Outsider
Director: Scott Lyon
Post: The Mill
Editor: Richard Orrick, Work Post
23 Comments
Great work and lovely music
2009-12-15 12:10:43
Clever editing, but no mention of the (clever) editor?
2009-12-15 12:26:07
Awesome, great choice with the 'battles remix' as a backing track.
It really shows off the diversity of the Honda brand.
Great work
2009-12-15 12:40:44
Nice stuff. Great editing & production. Riveting.
2009-12-15 12:40:59
Great visual and audio execution. The track works so well with the visual. One you want to start watching again as soon as you finish.
2009-12-15 12:54:19
Dull, sorry!
2009-12-15 13:27:06
Still the best V.O. around. Nice ad too.
2009-12-15 13:29:43
Like it. Especially love the robot kicking the tyre. A sequence, bursting with a huge collection of nice little touches. An altogether very well conceived and produced piece topped with a great soundtrack.
I don't drive but I hope the next bus I get is a Honda ;-)
2009-12-15 13:40:31
@ Daniel Stonehouse
Editor was Richard Orrick at Work Post - have added above too
ElizaWilliams
2009-12-15 13:42:15
Assimo, kick.
2009-12-15 13:51:48
Have to agree, great concept but why is the live action so dull and lacking? Great subject matter and a cool brand with loads of substance and visual potential but in the words of Larry David the visuals were just "ah..."
2009-12-15 14:09:17
@Andrew and @steve
If the visuals were more complex and 'exciting' it would detract from the editing technique, and generally make the visual difficult to watch; like when you have a bad digital signal when you're watching TV in a storm.
2009-12-15 15:49:51
Another nice idea that's very simply, well told. As usual.
But doesn't have the same level of, beautifully told, that belongs to the rest of the family.
2009-12-15 15:56:12
I hope the music is a legitimate remix of Battles and not a sound alike rip off!
2009-12-15 21:39:07
Visually good, appealing. Would get attention, but nothing special.
2009-12-15 22:27:37
Why don't all the people who don't like it actually take into account that this advert is beautiful and has some amazing production in it. The craft is brilliant as always. Honda/W&K has created an advert here that pushes the boundaries of normal television advertising and created something special that connects with people in a very good way. The age of digital is something we as all designers should be loving and this advert holds a good place in creative digital design. Well done WK!!
2009-12-16 13:04:20
Ha, nice, clean and communicates the brand, if a little bit epilepsy inducing.
2009-12-16 15:46:32
i understand the concept and the reason for the video style however, to be honest i thought it was pretty rubbish and un-impressive
2009-12-16 18:23:15
like the concept but I lost interest half way through
2009-12-16 22:53:21
Nice ad for ad people. May well win awards. But not sure how many Honda Civics it will help sell.
2009-12-17 09:48:40
The Honda ads are the equivalent of the Nescafe ads to my mum- they engender sheer glee. I watched this ad before bed & dreamed of my old 50cc dirt bike all night. Seriously, If Jamie Hewlitt hadn't already done it, I'd have the old logo tattooed on my chest.
It's such a shame the products I should/could buy are such a turn off. I'd never buy a Honda car, they scream GRANDMA and sadly, my kids wouldn't be too chuffed about me owning the new CRF250R either.
The ad's still amazing though.
2009-12-17 10:24:59
The footage and concept by themselves are surprisingly weak for such a high-profile Honda gig. The editor Richard Orrick deserves full-credit for bringing this piece to life. Nice work indeed.
But even his best efforts and the Mill's generic grading spray-gun could not seem to take away the "high-end corporate" feel that W&K seem to infuse in a lot of their work.
2009-12-20 11:23:56
The remixed Battles track sounds remarkably like Fagottron, but it's not.
Listen to his other remixes here, well worth thinking about for another project ?
http://www.youtube.com/user/Fagottron
2010-01-28 09:54:49
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