Wieden & Kennedy unveils aspirational Honda press ads

Wieden & Kennedy London has created a new press campaign for Honda.

The campaign is the follow-up to last year's advertising, which included the acclaimed "perfume" and "banana" ads.

The executions, called "tap", "stamp" and "pencil", feature an ink stamp, a lead pencil and a faucet embossed with variants of the Honda logo.

The ads aim to encourage people to pursue their dreams and aspirations.

The objects featured reflect and build on the themes of the copy.

For example, in "tap", the copy reads: "Concept cars. Aren't they fantastic?

Cars that hover. Cars that park themselves. But are they only exciting because they never get made? What if one actually made it on to the production line? Like the Honda FCX. A car that runs on hydrogen. Whose only emission is pure water. Maybe then we'd call them 'reality cars'. Do you believe in the power of dreams?"

Tony Davidson, the joint creative director at W&K, said: "This campaign continues to tell people the real truth about Honda - a company that not only claims to have great ideas but one that puts them into practice at every opportunity."

The campaign will run on outside back covers in weekend magazine supplements and in car magazines. Media planning for the campaign is by Naked, while the buying is through Starcom Motive.

"Tap" was art directed by Davidson and Chris Groom and written by Simon MacTaggart and Nick Darken. "Stamp" was art directed by Sean Thompson and Groom and written by Richard Russell and Thompson. "Pencil" was art directed by Thompson, Groom and Russell and written by Davidson and Kim Papworth.


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