Did you know the car brand creates technology to help stroke victims walk again? New ad from Leo Burnett shows Honda's human-centric philosophy.
Honda Australia has launched its first ever brand TVC, celebrating Honda’s innovative, human-centric philosophy.
The car brand normally focuses its marketing on individual car models, but now, working with its creative agency Leo Burnett Melbourne, it's chosen to focus on the overarching brand persona.
Directed by Michael Spiccia from Scoundrel, with post effects by Blackbird, the 60-second spot opens with an intimate moment as a recovering stroke victim supported by a Honda Walking Assist Device embraces her partner once again.
As an instrumental version of the iconic Eurythmics song 'Sweet Dreams' builds, an orchestrated choreography of Honda technology gradually envelops the couple.
General manager, customer and communications at Honda Australia, Scott McGregor, says: “The creative brief for this campaign was quite clear - putting the customer at the centre of everything we do – the Honda story is emotive and passionate, and we feel this campaign reflects this.”
The brand TVC will roll out alongside outdoor, digital, social and dealership POS.
The ‘Moving You’ campaign aims to show how Honda has always been “one of the world’s most innovative and influential companies” - due to the fact it creates technology to help stroke victims walk again, powers parts of the farming industry, uses robotics to assist in everyday life, and designs boat motors, supercars and even jets.
Leo Burnett chief creative officer Jason Williams says Honda creates products that are centred around the people who use them, and that's what this ad shows.
“While other manufacturers obsess over what a product can do, Honda dreams about how it can seamlessly complement and advance our lives,” Williams says.
Honda has told this story in other countries before, however Williams says most Australians are unaware of how diverse and innovative Honda is as a company.
Client: Honda Australia
General Manager, Customer & Communications: Scott McGregor
Brand Communications Manager: Ben Familton
Brand Communications Specialist: Melissa Spiers
Agency: Leo Burnett Melbourne
CCO: Jason Williams
Senior Creatives: Joe Hill / Garret Fitzgerald / Blair Kimber / Andrew Woodhead
Senior Agency Producer: Cinnamon Darvall
Group Account Director: Jaime Morgan
Director of Integrated Strategy: Ilona Janashvili
Director: Michael Spiccia
Producer: Ben Scandrett-Smith
Executive Producer: Adrian Shapiro
DOP: Danny Ruhlmann
Production Designer: Lucinda Thomson
Editor: Jack Hutchings – The Butchery
VFX & Supervisor: Nicholas Ponzoni – Blackbird
VFX Producer: Sam Hall – Blackbird
Sound Engineer: Stuart Welch – Nylon Studios
Soundtrack: Annie Lennox and David A. Stewart (Sweet Dreams)
Composer: Jesse Watt
Music Producer: Karla Henwood - Nylon
Music Supervision: Chelsea Ramsden - Nylon