The ad was created in collaboration with the network’s London office, drawing on its success with Honda in the UK.
The commercial tackles the potentially yawnsome subject of the fuel efficiency of Honda’s i-vtec engine technology in a stylish and eye-catching way. Opening with a shot of a single drop of fuel suspended within an engine cylinder, we follow an ordinary car journey drop by drop, with the film cutting between impressive shots of ignited fuel – which were filmed for real for the spot – and abstract shots of the car speeding forwards.
Agencies: Wieden + Kennedy Tokyo/London
Creatives: Michael Russoff, Caroline Pay
Production company: RSA Films
Director: Jake Scott