(This article was first published on Marketingmagazine.co.uk)
Wieden & Kennedy London created the spot, which aims to celebrate a year in which Honda has returned to Formula 1 racing, made its first commercial flight and refreshed every model in its range of cars.
The spot opens on Honda’s robot, Asimo, and then pans to a selection of Honda machines, arranged on a runway to look like a rocket.
The vehicles rev their engines and there are sound effects mimicking mission control at a space launch, before building to a blast-off crescendo.
Scott Dungate and Kim Papworth were the creative directors on the campaign, which was shot by Aoife McArdle through Somesuch.
Starcom Mediavest Group, the media agency, brokered the deal with Channel 4. Starcom has also created a partnership between Honda and AOL’s Citizen Mars documentary and the brand will now be the UK partner for the series.
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