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Editors' Choice

mcgarrybowen London Steps Up for Amazingly Choreographed Honda Ad

MPC London, 2 years, 1 month ago

Editors' Choice: Somesuch's Kim Gehrig directs a horde of 'precision walkers' with post from MPC

mcgarrybowen London Steps Up for Amazingly Choreographed Honda Ad

mcgarrybowen London’s latest campaign for Honda launches today, introducing the Honda HR-V to the popular subcompact SUV market. Aimed at young families and pre-family couples, the all-new HR-V is one of the most hotly anticipated car launches this year.

The pan-European campaign is built around a visual celebration of Honda’s belief in engineering perfectionism. The concept was born from the fact that the HR-V was rigorously designed to be perfectly in step with people’s lives.

Inspired by the Japanese art of “precision walking”, the 60 second film speaks to the HR-V’s design philosophy. It’s a meticulous arrangement of people perfectly choreographed around the HR-V’s movements. The film concludes with the line “Precisely, Pleasingly, Perfect”.

mcgarrybowen London worked with Somesuch director Kim Gehrig to create the commercial. Six weeks of rehearsals culminated in a shoot at Wembley Arena where 60 trained performers executed this incredibly intricate feat of choreography. The spot features the 90’s jungle classic “Incredible” by M-Beat featuring General Levy.

Jemma Jones Department Manager, Marketing Communications at Honda Motor Europe adds: “We set out to enter the competitive segment with a bang and I believe we have achieved exactly that with our new campaign. In this spot, we see the HR-V make its TV debut as the conductor of a precision walk like no other! We are extremely proud of this production which delivers against Honda's brand values of imagination, innovation and excitement.” 

Paul Jordan, ECD at mcgarrbowen London: “The HR-V has been designed to fit perfectly into people's lives. So the work we’ve created is all about things that are perfectly arranged and how they makes us feel.”

The campaign first airs on September 05 in the UK, an integrated campaign featuring TV, cinema, online branded content, print, digital, and BTL materials.

Creative Agency

Business Director : Alice Tendler

Creative Agency: mcgarrybowen

Creatives: Robin Temple, Tom Woodington

Executive Creative Director: Angus Macadam, Paul Jordan

Planner: Ellie Beecroft

Producer: Abbi Tarrant

Music and Sound

Audio Post Production: Factory & Soundtree

Music Production: Sound Tree

Song: Incredible by M-Beat feat General Levy

Sound Design: Phil Bolland & Anthony Moore @ Factory

Sound Mix: Phil Bolland & Anthony Moore @ Factory


Editor: Tom Lindsay @ Trim

Post Production / VFX

Colourist: Mark Gethin

Post Production House: MPC

Producer: Julie Evans

VFX Supervisor: Bevis Jones

Production Company

Director: Kim Gehrig

Executive Producer: Tim Nash

Producer: Lee Groombridge

Production Company: Somesuch

Category: Automotive , Cars

Genre: choreography