W&K takes child's view for Honda

Wieden %26 Kennedy is asking consumers to see the Honda Civic through the eyes of a child in its new TV and press campaign for the marque.

The 30-second TV spot breaks on 5 July and illustrates how great life would be if humans looked at things differently and as though they were seeing them for the first time, like children.

Planned and bought by Mediahead, formerly known as CDP Media, the campaign builds on W&K's first branding work for Honda, which was relaunched earlier this year and confronted preconceptions about Honda by talking not only about the things it makes, but also its approach to making them.

The Civic ad shows a group of children inspecting large coloured objects, exploring the shapes and textures. To a voiceover provided by Garrison Keillor, the US writer and comedian who voices Honda's branding campaign, it becomes clear that the objects are replica car parts and fit together to form a Honda Civic.

Kim Papworth, the W&K creative director, said: "The Civic is Honda's best-selling family car, but what is interesting about it is that it broke all the traditional rules about how a car should be designed. The engineers worked out what made a great family car and how to deliver it. The ad perfectly illustrates Honda's ethos of simplicity and re-thinking car design, questioning everything."

Honda is seeing a sales increase with the launch of its Jazz super-mini car and the CR-V jeep earlier this year, both of which were introduced by W&K in simultaneous campaigns to the main branding work. The company was suffering from an eight-year low in sales, selling only 169,992 units in 2000, down from 240,000 in 1998. This year sales have risen by a quarter.

The campaign was written by Richard Russell and art directed by Fiona Walker. It was directed by Andy Lambert through Partizan.

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