Honda unveils W&K FR-V animated spot

Wieden & Kennedy is using geometric shapes to launch Honda's family car, the FR-V.

A 60-second version of the ad, called "together", is airing in cinemas from 26 November. Its aim is to illustrate the FR-V's six-seat capacity and show how its arrangement of two rows of three seats makes journeys more sociable.

The ad was written and art directed by the team that created "cog", Matt Gooden and Ben Walker, and features a family of three: Marcia, Tom and baby Lola. Each member is represented by a coloured circle, while the family dog, Sid, is a brown rectangle.

The family buys a Honda FR-V, which is presented as a blue rectangle, and they all appreciate the way the three seats at the front mean they can sit together.

The ad ends with the blue rectangle turning into the FR-V model and uses the endline: "The power of dreams."

The animation was by David Daniels at Tandem.

The arrival of the FR-V, which launched on 20 November, marks Honda's main product launch of the year and its promotional campaign is set to stretch into 2005.

The cinema ad will be rolled out onto TV and into print in January. Media planning is by Naked, with buying through Starcom Motive.

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