Collett Dickenson Pearce’s first pan-European branding campaign for
Honda breaks across 18 countries on 3 March.
No budgets have been disclosed for the campaign, but it is estimated
that the media spend - planned and bought by Hakuhodo - could top pounds
5 million, with around a fifth destined for the UK.
Appearing mainly as double- and single-page advertisements in national
broadsheets and car magazines, the campaign is the first major Honda
work to be written by Loz Simpson since he joined the agency to head the
creative side of the account earlier this year.
Shot in black and white, the ads are designed to position the Japanese
manufacturer as a technologically advanced yet caring car company.
The first execution features the blurred image of a speeding NSX,
Honda’s supercar, while a little boy looks on in wonder. Underneath is a
piece of philosophy from Honda’s late founder, Soi-chiro Honda: ’The
value of life can be measured by the number of times your soul has been
The supercar work will be followed across Europe by an ad designed to
highlight Honda’s pioneering work on solar-powered cars.
The execution shows a pregnant woman in a desert.
Behind her is Honda’s solar car, and the line: ’Most of our solar car
customers have yet to see the light of day.’
The campaign, which was art directed by Rob Kitchen and shot by Chris
Cheetham, features a new strapline: ’First man, then machine.’
John Kennedy, the head of marketing and dealer operations at Honda Motor
Europe, commented: ’The strapline reflects the key principles of Honda’s
philosophy - that the impetus for product and technology development
comes from trying to understand what will give our customers pleasure.’