Honda creates 'rotating' ad to showcase Civic benefits
Honda has rolled out a pan-European campaign that aims to showcase both the performance and practical benefits of the latest 1.6 diesel engine model in its Civic range.
The campaign, by Wieden & Kennedy London, includes a TV ad which uses a "rotating" technique to flip 180 degrees between performance features, such as the power of the engine, and its practical advantages as a family car.
A voiceover, again by US author Garrison Keillor, states: "Power or practical? Agile or efficient? Why does it have to be one or the other? Why can’t you just have both? Yeah."
The ad, which launches in the UK tonight, ends with a palindromic 'Civic' graphic, which will appear across the campaign.
Entitled 'Decisions, Decisions' the campaign is the first pan-European push to be overseen by Martin Moll, new head of marketing for Honda Motor Europe. Previously head of marketing in the UK, Moll replaced Ian Armstrong, who joined Jaguar in a global marketing role.
Moll said: "On one hand, we needed to launch the new 1.6 diesel engine, whilst on the other, support the whole Civic range. The creative challenge for W+K was therefore to find a smart idea that allowed us to talk about both aspects of the car in one campaign"
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- PR Account Manager fishtank 24k to 33k per year GBP, Surrey
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Junior Account Manager fishtank 22k to 28k per year GBP, Buckinghamshire
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- Graphic/Web Designer fishtank 27k to 35k per year GBP, United Kingdom
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...