Honda creates 'rotating' ad to showcase Civic benefits

Honda has rolled out a pan-European campaign that aims to showcase both the performance and practical benefits of the latest 1.6 diesel engine model in its Civic range.

The campaign, by Wieden & Kennedy London, includes a TV ad which uses a "rotating" technique to flip 180 degrees between performance features, such as the power of the engine, and its practical advantages as a family car.

A voiceover, again by US author Garrison Keillor, states: "Power or practical? Agile or efficient? Why does it have to be one or the other? Why can’t you just have both? Yeah."

The ad, which launches in the UK tonight, ends with a palindromic 'Civic' graphic, which will appear across the campaign.

Entitled 'Decisions, Decisions' the campaign is the first pan-European push to be overseen by Martin Moll, new head of marketing for Honda Motor Europe. Previously head of marketing in the UK, Moll replaced Ian Armstrong, who joined Jaguar in a global marketing role.

Moll said: "On one hand, we needed to launch the new 1.6 diesel engine, whilst on the other, support the whole Civic range. The creative challenge for W+K was therefore to find a smart idea that allowed us to talk about both aspects of the car in one campaign"

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More