Wieden + Kennedy London has created a stunning new animated ad, directed by Smith & Foulkes, to advertise the new, (supposedly) improved Honda Jazz car.
Titled This Unpredictable Life, the spot aims to depict the numerous joys and challenges that we encounter through our lives, and articulate that the Honda Jazz car is engineered to cope with these changing demands. Smith & Foulkes, who also created the animated setting of the celebrated Honda Grrr ad back in 2004, have constructed a surreal rolling landscape to depict the journey of life, with all its potential ups and downs. Various characters, including children, partners and pets are shown, along with imagery of the mountains of stuff we accumulate through life, all of which is shown to fit perfectly, of course, into a series of endless car seats. In fact, the only slight disappointment visually is when the humdrum form of the Jazz itself is shoe-horned into the luscious vista at the end of the ad, bringing everything back down to earth. (Yes, we are aware of the irony of that statement.)
The spot is released on TV tomorrow and is accompanied by an iPhone app, which will also be available via iTunes from tomorrow. The app, as the film above explains, contains one particularly striking innovation – the ability for users to ‘grab’ characters from the TV screen (or computer, depending on where you are watching the ad) by swiping the iPhone at it, Nintendo Wii-style. The characters can then be interacted with – for example, a space monkey character can be made to dance by singing into your phone. Should you want to.
Agency: Wieden + Kennedy London
Creative directors: Sam Heath, Chris Groom
Production: Nexus Productions
Directors: Smith & Foulkes
App creatives (W+K): Duncan Bone, Kate Harrison, Will Hooke
Interactive producer (W+K): Dom Tunon
App director, product management (Gravity Mobile): Jeff Benson
App senior software developers (Gravity Mobile): Zac White, Adam Wolf