W+K releases new Honda spot
Wieden + Kennedy London has released a striking new ad for the launch of the Honda CR-Z car in Europe, directed by Frank Budgen...
The ad is shot in an arty, RGB style, giving it an unusual and distinctive look, particularly in the car sector. The RGB theme also links to strategy, with each colour supposedly relating to a different driving mode in the car - red being 'sport', blue 'normal' and green 'econ'. I had to refer to the press release to figure this meaning out, though apparently the RBG colours also appear in the dashboard lighting of the car, changing with each driving mode.
"The thing about this hybrid is that it's fantastic to drive," says Sam Heath, creative director at W+K. "You can choose to engage with the road and the world around you in three distinct ways. That's essentially what the film's all about."
Agency: Wieden + Kennedy London
Creatives: Sam Heath, Chris Groom
Production company: Gorgeous Enterprises
Director: Frank Budgen
Post: The Mill
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really, REALLY nice. Lots of awards for this.
In two words: simple and lovely.
Particularly the ending.
"I had to refer to the press release to figure this meaning out, though apparently the RBG colours also appear in the dashboard lighting of the car, changing with each driving mode."
As a piece of film this is beautiful. As an ad it is terrible. It says nothing. Sam Heath tells us the hybrid is fantastic to drive? Well then show us how fantastic it is in the ad! RGB will mean nothing to the people viewing this.
Don't get me wrong, as an Art Director I think the piece looks amazing and will turn a few heads. I just think it says nothing about the Hybrid and gives away nothing about how the colours reflect different driving styles.
Great ad. What with that and the new Flake advert, it's all about the colour this week.
One thing that I find a little inappropriate though: the 'sport' edition of a consumer car. What sport is this exactly? Racing? Is that to be encouraged?
what does it look like with 3d glasses on?
I always look forward to the Honda ads but not convinced by this is it supposed to be viewed in 3D?
I think it does perform well as an ad. First time i saw it i found it so compelling i wanted to watch it again. I think the payoff is better too when you understand the ad after the second or dare say third viewing. I just hope it's not a YT rip off - there's too many.
S'lovely. I really like the style of filming - the old-time feel contrasts nicely with the modern car. I'd agree that the RGB link isn't so obvious....but it still works. This ad certainly isn't as controversial as the Flake ad....the more daring, the more tendentious.
does anyone know the significance of the sounds?
It sounds like they did something with the the car? like the sound you get when the window is open but really melodic.
was my favourite part of the ad for some reason.
A bit fed up with this old 3d lookalike effect that seems to be the current trend in many adverts and music videos nowadays. First time that it's actually tied up with a concept though. Would have liked it more if they would have made it a year ago.
Wow, so you CAN ***communicate*** car features in an arty or visually interesting way in a car ad, something other agencies doing car ads could learn from? I could imagine this ad being a quick-cut mess of different locations in the wrong hands:
VROOOOOM we're on the motorway (red)
HONK HONK look it's in the city now (blue)
VROOOOM again (red!)
HONK, VROOM.... (blue! Red!)
Whiiiiiisper (marketing people love whispering right?) (mmmmmm greeeen)
Maybe a bit of seatbelt percussion in the soundtrack too.
In short, nice to see something fresh, just makes me think car ads should all be Iike this - different to the last one you saw.
Do any previous Honda ads "show us how fantastic it is in the ad"? Not really, they are about an attitude, a brand message/thought, a feeling you get when driving a Honda. Wanna know about the car being fantastic to drive? Go online, watch Top Gear, head down the dealership and try one out. This will make you A) Aware it exists B) want to know more and C) Think "Maybe it's kind to environment".
It's an okay post-modern TV spot. Not really sure why they chose such a heavyweight/veteran director to shoot that. Could have used any of the million or so other directors milling around Soho schlepping their show reels from pillar to post, who would have done just as good a job, better even. Oh well, it's a funny old game...
It's a good short movie, but terrible ad.
I couldn't agree with Mark (above) more. I love the look, and in isolation it's a lovely Ad. But it communicates a gadget, and as such feels like the gadget led the ad – not a core idea.
It stands up to the mediocrity of car ads out there. But fails as a Honda one.
I've gone into more detail on my blog: http://www.GrahamCreative.me/crz
Its always nice to see a different Barcelona. I recognized my city on the 1st shot (yellow traffic light + monument on Plaça Espanya).
I guess it only makes more sense when you see some more bits of the overall campaign. Lovely ad though.
Really nice concept, everything comes together at the end and makes complete sense. Visual and has a good message. Lovely work as usual from W+K...
beautiful, elegant, clear.
I just thought it was meant to be 3D... nice ad though
...a load of depressing locations though a dirty windscreen. I don't want waves crashing on coastal roads, bird's eye mountain hairpins or sand flats to Enya, but this ad reminds me of how mundane, pointless and avoidable most of my driving is... perhaps I'll buy a holga and a good book and take the train.
It lacks the 'stand-up' innovation and cleverness with which previous Honda campaign work has upheld though?
More detail on this viewpoint: http://www.GrahamCreative.me/crz
Well i have to say at first I was completely non-plussed. looks very nice but seemed like a very traditional car ad whizzing round corners supposedly looking sexy. It wasn't until the end that the reason for the stylistic RBG trickery became evident, that I re-apraised it and thought, hmmm yes that is indeed a nice way of showing a product benefit and essentially something that most other people would of approached in a much clumsier way.
So well done. Not a revolution but more of an evolution! OR not so much of a HONDA slap round the face as a gentle tickle.
Not sure it will have people fighting and running to the showrooms though.
in 3d glasses looks same strange...magic, I want to see again and again...is it some secret code inside?
The fact that people here are still asking themselves questions about the car in this comment section must be evident that this fails as an ad. On the flip side however it is indeed a gorgeous piece of film, along with the soundtrack, very atmospheric.
W+K are so ahead of the game it's not funny. That dubstep/world cup spot, anyone??
was it a drivers perspectived or the passengers perspective.. ... not sure... why did the video start from the no entry sign ????!!!!!! the music..!!!??? should I be horrified sitting in a honda!!
The three different modes I get. That each is associated with a driving method is lost on someone's ego. People who buy cars aren't going to purchase a Honda CRZ because of the meaning in this ad. They might buy because the spot seems futuristic.
Also, it's unfortunate that, at least on UK TV, Peugeot is promoting their RCZ, which is also a sporty car, but probably runs on mostly RED or maybe BLUE.
Ok, but the car looks really UGLY! More tripe from WK and "Run of the Mill" Production Company.
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