Honda's Shining Light
Honda's brand new Let It Shine commercial, shot by Erik van Wyk through Bouffant breaks today. Written by Wieden + Kennedy Amsterdam, the spot features a vast grid of Honda's new Insight model parked in the desert. The Insight is, the voiceover tells us, Honda's new, "affordable hybrid" car. In the spot, each of the cars' headlights act as pixels to perform an animated sequence. Click Read More to view the ad and also W+K's making-of film...
Let It Shine credits:
Ad agency: Wieden + Kennedy, Amsterdam
Executive creative director: Jeff Kling
Executive creative director: John Norman,
Creative director: Sue Anderson
Copywriter: Zach Watkins
Art director/Animator: Nacho Guijarro
Art director: Craig Melchiano
Production company: Bouffant
Director: Erik van Wyk
Executive producer: Melina McDonald
DoP: Tim Pike
You've spelt Wieden wrong.
well its obviously too sony-inspired piece of TVC, always bundled with 'the making of', though its a good one.
Making of better than the ad?
Did they do this with all the cars that aren't selling ? I suppose its better than having them parked in a hanger.
Somehow it reminded me of this... I don't know why...
Wow what unfortunate timing - a cool viral sweeps the nation - light pixels playing pong etc..done in an understated way that feels oh so in keeping with the mood of the times, and then this launches - which despite the cutesy song is still big, self aggrandising, expensive and out of step. Brilliant in any other year and maybe in any other week.
The formula is: Group activity visually demonstrating working together + alt-folk Gray's Anatomy soundtrack reject = gag reflex.
Can we ditch the cutsey, quirky, folky accoustic shit?
Does this ad feel like it's trying too hard? It did to me. Interesting concept, though.
And as for the soundtrack...barf. Reminded me of the early Apple campaign (I'm a Mac/PC). It just doesn't work here.
LOL! Loved the link to the Sheep LED stuff. Reminds me a little of Blinkenlights also http://www.youtube.com/watch?v=Fagx-Gj6nKg.
I think that new spot is a great idea, very well delivered. I'd have high expectations for any new Honda ad, and they've done a very nice job with this one (although the Euro-plinky music's a possible weak point).
Another example of live events/experiences crossing into ad-land perhaps?
Nothing says low carbon emissions quite like a thousand cars.
Well, hybrid cars are really soaring now..Especially that gm and chrysler already declared bankruptcy..
Did somebody ever made an energy map about the production costs of hybrid motors ?
I love the sound very relaxing, but the video should focus more on the car parts or new specs than the lights.
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