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Campaign Spotlight

Honda celebrates the spirit that lead to latest car range in new pan-European campaign by mcgarrybowen

LONDON – 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”.

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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.”

 

CREDITS

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

 

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