Every once in a while comes a car advertisement that just blows everything away to smithereens. This is that one moment that makes you take stock of the situation and just sit back in wide-eyed admiration.
I've always been an unashamedly huge Honda fan, and this latest brand film from Honda will make you run out superlatives pretty quickly. The year 2015 has been rather unprecedented for the brand, with a host of new vehicles, such as the HR-V and the eagerly anticipated Civic Type R.
Moreover, the HondaJet, which is the company's version of its private jet also saw its first commercial flight. To round it off, you've got Honda returning to the Formula 1 fold as well.
So, what better way to celebrate this daring brand of aspirational greatness with a brand film that captures the brand's philosophy with the inspiring campaign line: "Dare to do the things others only dream of."
When one watches this film, it gets pretty obvious that it's a tribute to the wonder of flying into space. It's a dramatised version of Honda's ambition and the correlation between the boldness of human curiosity and engineering prowess. It's a magnificently produced film with space-travel inspired elements from the Voyager 1 space mission and cinematic masterstrokes that are designed to capture your imagination.
It starts off with Honda's humanoid robot, Asimo, and then you see two superbikes behind it on a runway. The cinematography is purely designed to mimic a rocket launch. The HR-V is up next, with a family all kitted up in racing gear, preparing for an imminent launch. The Civic Type-R is then featured, and as the driver pushed the ignition button, she's engulfed in a red hue and it's "pedal to the metal" time.
A shot of the fire-breathing exhausts lead to a panning shot of the Acura NSX, and its driver is seen holding a picture of the 1991 Honda NSX. The late Aryton Senna can be heard on the voiceover saying, "You think you have a limit. As soon as you touch this limit, something happens and you suddenly can go a little bit further."
It gets a bit crazy from here on with the HondaJet and the two McLaren MP4-30s on the runway, being cleared for take-off. Funnily enough, only Jenson Button is featured, with no sight of Fernando Alonso. Some funny comments have already been posted online about the huge amount of flames coming from the Formula 1 cars as the whole parade of Honda products prepare for lift-off ; with some saying those F1 power plants must be spontaneously combusting at will.
The end-line is fantastic, "dare to do the things others only dream of," as it perfectly encapsulates the brand's vision for the future. Apparently, the campaign will be a unified, through-the-line Pan European launch, akin to "The Other Side" campaign. Scott Dungate, Creative Director of Wieden + Kennedy, the creative agency that was responsible for the campaign, said that "representing the fleet as a rocket lift off, felt like it captured the anticipation, the daring and the human endeavour perfectly, in both an iconic and emotive way."
Enough said, really.
No comments:
Post a Comment