Honda will launch their latest TV campaign tonight, challenging viewers to
echo the brand's thirst for relentless improvement by pushing themselves
to new limits.
Honda believes that by pushing themselves, everyone can
surpass their own perceived limits. This philosophy is the foundation
behind the brand, and has been fundamental in the development of Honda's
new range of products and continuing innovations: Honda is committed to
finding out what its products are capable of by continually pushing its
vehicles and technology to the limit.
During 2015 Honda will launch several new products, each developed
with this very spirit. Featured in the advert alongside ASIMO and Honda
Jet are the new Honda Jazz, HR-V, Civic Type R and NSX, offering a
glimpse into the exciting range of models set to join the marque's
fleet.
Rather
than just telling the story of Honda's pioneering spirit and commitment
to progress, the campaign challenges viewers' reading speed, allowing
them to feel the joy of improvement for themselves. A manifesto is
delivered one word at a time, with the pace increasing throughout the
film, intercut with glimpses of the new Honda fleet, which are all born
from the company's challenging spirit.
A TV spot directed by Man Vs Machine, which will air on Sky
Sports on tonight during the UEFA Europa League match between Liverpool
vs Beşiktaş, invites viewers to "keep up" with a message on screen,
becoming increasingly difficult as the pace of the words increases to a
crescendo. At approximately 500 words per minute, the fast-paced message
proves that everyone is capable of achieving more than they initially
thought. The energetic soundtrack, composed by Wah Wah with sound design
by Factory, was created to further encourage the viewer to keep up.
Viewers
are challenged to push themselves even further online through shorter -
and even faster - executions of the film, and in cinemas, custom
film-themed ads will run in partnership with Pearl & Dean.
Martin Moll, Honda Motor Europe Head of Marketing said
"Since day one, Honda has been fuelled by a relentless desire for
improvement and constant drive for innovation. This year is a special
one, with the launch of several key new products. With this campaign, we
wanted to bring this to life in a way that our consumers could really
engage with, by experiencing the feeling for themselves."
Olivia
Dunn, Honda UK, Head of Marketing commented "Normal speech is on
average 120 words per minute, viewers will need to read at speeds up to
1000 words per minute in our faster shorter online films, which is
definitely going to be a challenge whilst at the same time being fun.
These films echo the Honda ethos in all areas of business:
challenging and pushing boundaries whilst being fun - the elements
required to design and build the exciting new Honda product line-up for
2015."
Scott Dungate, Creative Director at W+K London says "When
you push and push yourself and reach a new level, it feels good. We
wanted to give people that same feeling when they read our manifesto
about Honda's relentless improvement. So we challenged them to 'keep
up.' "
