On Friday 13th January, Honda launches its latest TV commercial “Choir” – a 120” live action spot to launch the new Honda Civic produced by Wieden + Kennedy London.
Following hot on the heels of the Honda “Impossible Dream” brand campaign, this spot shows a specially formed choir vocalising the many experiences one has whilst driving the new Civic.
The 120” commercial will run solus for one week and will then be supported by both a 60” and 40” cutdown. A website and interactive TV application will support this activity and a national press ad will run in motoring press. The TV ad is also believed to be the first by a UK advertiser to be available as a Videocast. The ad, along with a “making of”, will be made available as a downloadable Videocast from the accompanying Civic microsite as well as Podcast and Videocast sites.
The commercial was shot in both Spain and England. It was written and art directed by Matt Gooden, Michael Russoff and Ben Walker. It was directed by Antoine Bardou-Jacquet at Parizan. Communications planning is by Naked Communications and media planning and buying is through Starcom.