Honda Launches First Australian Brand TVC 'Moving You' via Leo Burnett, Melbourne
While Honda has told this story in other countries before, most Australians are unaware of how diverse and innovative Honda is as a company. The new 60-second commercial recognises Honda's long history of human-centred engineering that separates it from other car brands.
Stephen Collins, director, Honda Australia, said Honda's revitalisation has come on the back of a bold effort to reconnect with customers and build understanding of the diversity and uniqueness of Honda.
Says Collins: "The new brand TVC really shows the breadth of the Honda business and our commitment to enrich people's lives through the products we create and services we offer. The recent addition of our 5 Year Unlimited Kilometre Warranty is just another way we are committed to putting customers at the centre."
Directed by Michael Spiccia from Scoundrel with post effects by Blackbird, the 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.
Scott McGregor, general manager, customer and communications, Honda Australia, said customers would see more from Honda in coming months as its revitalised brand messaging sweeps into customer consciousness across a range of media. This year is one of the busiest launch years in Honda Australia's history - with 80 per cent of the Honda product portfolio being refreshed or completely new in 2017.
Says McGregor: "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. This will play a key role in engaging a new generation of customers for Honda, because there is real substance behind what we are saying."
Mr. McGregor said the 'Power of Dreams' was still at the core of the Honda brand, but it has been re-imagined via the new campaign.
The brand TVC has been rolled out alongside outdoor, digital, social and dealership POS.
Advertiser: Honda Australia
Brand Communications Manager: Ben Familton, Melissa Spiers (Specialist)
General Manager: Scott McGregor
Creative Agency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
Group Account Director: Jaime Morgan
Senior Producer: Cinnamon Darvall
Senior Creative Team: Joe Hill / Garret Fitzgerald / Blair Kimber / Andrew Woodhead
Director of Integrated Strategy: Ilona Janashvili
Media Agency: Zenith
Production Company: Scoundrel
Executive Producer: Adrian Shapiro
Director: Michael Spiccia
DOP: Danny Ruhlmann
Producer: Ben Scandrett-Smith
Production Designer: Lucinda Thomson
Edit Company: The Butchery
Editor: Jack Hutchings
Post Production / VFX
Post Production Company: Blackbird
VFX Supervisor: Nicholas Ponzoni
VFX Producer: Sam Hall
VFX: Nicholas Ponzoni
Music Supervision: Chelsea Ramsden
Composer: Jesse Watt
Audio Post Production: Nylon Studios
Sound Engineer: Stuart Welch
Song: Sweet Dreams
Artist: Annie Lennox and David A. Stewart
Music Production: Karla Henwood