Honda has turned to karaoke to reveal the philosophy that created its latest range of cars in a new 30 second spot. The film, called ‘Ka...
Honda has turned to karaoke to reveal the philosophy that created its latest range of cars in a new 30 second spot.
The film, called ‘Karaoke’, features the exhilarating NSX, the stylish CR-V, the sporty HR-V, the versatile Jazz and the dynamic, all-new Civic 5dr.
In the film we see the cars driving through the Tabernas Desert in southern Spain, set to a reinvented version of the iconic ‘Over the Rainbow’, a song about how “the dreams that you dare to dream, really do come true”.
As the cars drive, they pass giant neon lyrics that illuminate in time with the music, simulating the classic karaoke screen experience. The technique combined with the epic song almost wills the audience to sing along.
The whole spot was filmed using camera drones and ends with all five cars coming together under another giant neon sign revealing the the global brand slogan: ‘Honda. The Power of Dreams.’
The campaign celebrates the heights that Honda has reached with this exciting range. To mark the occasion, the idea needed an appropriately momentous song about the brand's relentless pursuit of better. ‘Over the Rainbow’ was selected to reflect Honda’s ability to not only dream but deliver.
Fabrice Esteve, Marketing Communications Department Manager at Honda Motor Europe said, “We wanted to create a campaign that tells a simple yet powerful story. This film celebrates the individuality of all five Honda cars and the spirit that inspired Honda to reinvent its range by dedicating a specific section to each vehicle and then bringing them together under the collective Honda banner. It’s the perfect combination of reenergised brand and revitalised product.”
Angus Macadam, Executive Creative Director at mcgarrybowen, said: “Karaoke with cars, together with this wonderful iconic song, is the perfect way to celebrate this exciting Honda range.”
ECDs: Paul Jordan and Angus Macadam
Creative Team: Simon Connor and Stephen Cross
Business Director: Brendan Taylor
Account Manager: Annabella Smith
Account Executive: Megan Cullen
Agency Producer: Sasha Mantel
Planning Director: Tom Keane
Director/ Production Co.: Scott Lyon / Outsider
Producer: Zeno Campbell
DOP: Tom Townend
Editor: Art Jones
Post Production: ETC
Post Producer: Matt Williams / Jessica Easton
Lead CGI: James Sindle
Lead Flame & Lead Nuke: Giles Cheetham & Taran Spear
Colourist: Seamus O’Kane
Sound Design: Will Cohen @ String & Tins
Music Supervision: Soho Music
Music Track: Over the Rainbow
Publishers: EMI Music Publishing
Music Company: Mad Planet
Singer: Joy Downer