Honda unveils Accord with pounds 18m CDP ad blitz

Honda’s biggest UK car launch campaign breaks on national TV this Friday as the Japanese car manufacturer unveils its latest Accord model to consumers.

Honda’s biggest UK car launch campaign breaks on national TV this

Friday as the Japanese car manufacturer unveils its latest Accord model

to consumers.



One 40-second and two 20-second ads by CDP will spearhead the pounds 18

million campaign, which follows more than two months of direct marketing

activity. The TV spots will be supported by press and poster ads and

will run for the next two months.



The campaign, which positions the Accord as the car that’s got

everything, uses an eight-foot high mirror maze, specially constructed

in Death Valley, California, as its main visual motif. In the 40-second

ad, the Accord weaves its way through the maze as the voiceover

declares: ’Choosing a new car can be so confusing, it’s hard to know

which way to turn ... until now.’



At this point, the Accord begins to break out of the maze, whose sides

tumble spectacularly as the car completes its escape to the chorus of We

Gotta Get Out Of This Place. The song was re-recorded by Space

especially for the ad and will be released as a single later this

month.



In the two shorter films and the print ads, the mirrors are used to

highlight specific features of the Accord. The car’s reflected image is

variously half its actual size (to demonstrate its fuel consumption),

non-existent (to show how little noise it makes), green (to signify its

environmental credentials) and a rally car (to indicate its safety

specifications).



A standalone Accord website also launches at the end of the week.



The Accord, which accounts for a fifth of Honda’s UK sales, is expected

to increase that figure to around 60 per cent within the next few

years.



Honda’s head of marketing, Martin Sanders, said the campaign had been

planned for more than a year, adding: ’This is the most important launch

we’ll do for a long, long time.’



The campaign was created by Adrian Kemsley, Loz Simpson, Paul Sharp and

Paul Turner at CDP. The television commercial was directed by Nick Lewin

through Cowboy Films.



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