Honda rolls out new spot for CR-Z sports hybrid

Honda is rolling out an above-the-line campaign, created by Wieden & Kennedy London, to support the launch of its new hybrid sports coupe, CR-Z.

The TV spot will screen in 29 markets throughout Europe and breaks in the UK on 11 June.

The ad is filmed in three colours - red, green and blue - to emphasise the three driving modes of the vehicle: 'Sport' , 'Normal' and 'Econ'.

The ad is supported by print and digital activity, with pan-European below-the-line activity created by Elvis.

Media buying was undertaken by Starcom Mediavest.

The ad marks Honda's second campaign since the Japanese manufacturer reverted to a pan-European marketing structure. 

The restructure meant that  Tom Gardner, head of marketing Honda UK, switched to the role of head of European marketing while Ian Armstrong moved from his UK position to become manager for European communications.

"The 'RGB' film showcases these different driving modes and the feelings of each mode from the drivers perspective'" said Armstrong. "The film itself is fresh and intriguing and will be effective in creating desire and engaging with a more youthful audience."

Honda is aiming to create a more consistent brand positioning across Europe. In April it re-launched its popular 'Impossible Dream' ad with some updated scenes across the continent.

 

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).