Honda animated spot pushes diesel engine

Wieden & Kennedy has created a 90-second animated ad to mark the launch of Honda's first diesel engine.

Breaking in cinemas on 24 September, the spot, called "grrr", tells the story behind the engine's creation.

It claims that Honda's dislike for the noise and smell of the conventional diesel engine inspired it to design a more refined version.

The ad develops this idea using the slogan: "Hate something, change something." The action takes place in a brightly coloured, animated world where rabbits, flowers and rainbows all show their dislike of dirty, noisy diesel engines by destroying them.

They then celebrate the arrival of Honda's quiet and clean technology.

The ad is accompanied by a folk-style song, sung by Garrison Keillor, and ends with the line: "The power of dreams."

The diesel engine is only available in Honda's Accord model at present but it will be a feature of the FRV family car in the coming months. It will also be introduced to the CRV 4x4 model next year. The campaign is designed to raise general awareness of the new engine and aims to have a universal appeal.

It will break on national television on 1 October. The 90-second ad and a 60-second version will run on terrestrial and satellite channels.

The campaign will be supported by press executions on the back pages of weekend newspaper supplements, plus radio and interactive TV. There will also be an online game based on the ad, hosted on a Honda microsite.

The ad was written and art directed by Sean Thompson, Michael Russoff and Richard Russell. The animators were Alan Smith and Adam Foulkes at Nexus Productions. Media planning is through Naked Communications and media buying is through Starcom Motive.

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