W&K relaunches Civic with new TV campaign

Wieden & Kennedy London celebrates the design of everyday objects in its TV launch campaign for the redesigned Honda Civic.

The commercial shows a series of close-up shots of objects a young Civic owner comes across during the day, interspersed with shots of the Civic to demonstrate its practical design.

The 60-second commercial aims to highlight the practical engineering advantages of the Civic and avoid the commonly held belief that practical equals dull and boring.

"As we started thinking about practicality, we soon came to the conclusion that it is actually a brilliant thing," Kim Papworth, W&K's joint creative director, said. "The dictionary defines practical as 'able to make things function well'. Isn't that a great thing? Therefore, the challenge for the commercial became how to celebrate the Civic. How could we turn the new Civic into an icon of practicality?"

Matt Coombe, the marketing communications manager at Honda, added: "As people reappraise these practical objects, we ultimately hope they will reappraise the Civic in the same way and appreciate it for the wonderfully practical, well-engineered and innovative vehicle it is."

There will also be a national interactive online vote for Britain's favourite everyday object, which will run on the Honda website.

The Civic is Honda's best-selling car, competing against the likes of the Ford Focus and Vauxhall's Astra range. Both the three- and five-door versions of the Civic have been redesigned.

The ad was art directed and written by Ben Walker, Matt Gooden and Sean Thompson, and directed by Ivan Zacharias at Stink. Media planning is by Naked, with buying by Starcom Motive.

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