Honda launched its latest Accord model last night (14 March) backed by
an pounds 8 million integrated push through Collett Dickenson Pearce.
The television campaign, which broke on the same evening with a 60-
second commercial in the centre break of News at Ten, was filmed in a
hi-tech car research centre.
The viewer follows the actions of a man who has a spy camera clipped to
his tie. The scene opens in a top-security research plant, moving to
witness a group of senior engineers apparently carrying out final checks
on the new Accord.
The voiceover explains that leading engineers always carry out their
checks in secret as they don’t want to give away details of what
inspires them in their work to build great cars.
Only then does it become clear that the engineers are not, in fact, from
Honda, but from rival car manufacturers and they are trying to find out
how Honda came up with such an excellent car.
The commercial closes with the voiceover delivering the endline: ‘The
new Honda Accord. As others are finding out, it’s built without
The themes of admiration and close examination are woven into other
media to create what CDP claims is the ‘most comprehensive integrated
marketing campaign’ ever undertaken by Honda.
The posters, which run for four weeks, and press, running for eight
weeks, place the Accord with state-of-the-art versions of intricate
measuring instruments, such as a Vernier. The black-and-white cars and
instruments are depicted against a metallic background with the
strapline: ‘Built without compromise.’
The consumer and corporate direct mail continue the themes both in terms
of art direction and message. The dealer packs carry similar livery and