Honda 'choir' by Wieden & Kennedy

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Wieden & Kennedy is once again singing about driving in its new £3m Honda campaign. The ad, which launches the new Honda Civic model, uses a 60-strong choir to recreate all the sounds made by the car. Garrison Keillor's dulcet tones introduce the 120-second spot. "This is what a Honda feels like," he says, as the camera focuses on a huge choir standing in a multistorey car-park. As they start their composition, the visuals switch to an engine start button. The first sound they make is a representation of the car starting up, which continues throughout the commercial. The ad moves through various driving experiences, with the choir providing the sound effects. These include the noise of the car driving through a tunnel, to it driving on gravel, to the sound of the windscreen demisting on a frosty morning.

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Released: 19 January 2006

Credits

Project
Choir
Client
Matt Coombe, marketing manager, Honda
Brief
Launch the new Honda Civic
Creative agency
Wieden & Kennedy
Creative team
Ben Walker, Matt Gooden, Michael Russoff
Planner
Stuart Smith
Media agencies
Starcom (planning and buying), Naked Communications (communications planning)
Media planner
Nilufer Fowler
Production company
Partizan
Director
Antoine Bardou-Jacquet
Editor
Bill Smedley, The Quarry
Post-production
The Moving Picture Company, The Mill
Audio post-production
Angel Studios, Jungle
Exposure
National TV, internet, podcast, press

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