Honda has plunged into the realms of fantasy to bring alive the
technology behind its Civic range with a pounds 3.5 million campaign
The Japanese car group’s V-TEC technology has been tailored for the
Civic to combine low petrol mileage with a high-performance engine. To
put this advantage across, CDP has created a mad professor character who
performs diabolical experiments to make the wonder engine.
The 40-second commercial opens at night in a fog-shrouded car scrapyard,
where the professor is seen sifting through car parts.
He finds two engines for his unnatural venture - one a performance and
the other economical, and takes them to his laboratory. Here, amid
flashes of lightning, a hybrid engine is made. The endline reads:
’Technology you can enjoy, from Honda’.
’Although the Civic has been very successful since it launched two years
ago, there is not a high enough awareness of the amazing technology
behind it,’ Johnny Hornby, head of account management at CDP and
director on the account, said.
’This campaign is designed to explain V-TEC and give it more personality
in the eyes of the consumer.’
Hornby added that the ad, which breaks before News at Ten on Friday, is
particularly aimed at people who have influence over the purchase of
It will run in mainstream programmes with an upmarket young male
The spot was directed by Fabrice Carazo through Pink Films, and created
at CDP by Paul Sharp and Paul Turner. It was filmed at Pinewood Studios
on two purpose-built giant sets.
The ad features a five-door version of the Civic, which offers as its
selling point the combination of 38 miles to the gallon from an engine
which has 167 brake horse power - which is the most powerful in its