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.
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
Director: Kim Gehrig
Executive Producer: Tim Nash
Producer: Lee Groombridge
Production Company: Somesuch
Category: Automotive , Cars