HONDA has launched a new TV campaign through FCB Melbourne for its Integra model, using computer-generated action and visual special effects to push the boundaries of traditional car advertising.
The TV campaign uses Honda’s new global brand slogan “The Power of Dreams” and focuses on the Integra flagship model Type R.
In the context of the campaign, Type R is shown to be the blood type of Honda Integra owners.
Honda advertising manager John Pranger said the campaign was all about driving home the brand values of power, performance and passion.
“With this car we are really showing Australians that Honda has passion,” he said.
“‘The Power of Dreams’ encompasses the principles of Honda as a corporation.”
FCB Melbourne creative director Steve Gill said the TV campaign was designed to take viewers on a visual journey.
“We take the viewer inside the human body—to see exactly what drives the Type R owner,” he said.
“They see themselves as seriously capable performance car drivers.
“It’s like racing is in their blood.”
The Type R model was launched in Australia two years ago and accounts for around 50% of all Integra sales.
“We expect to see a similar split with the new launch model,” Pranger said.
The campaign will be supported by outdoor, direct marketing, online activity, PR and guerilla marketing. The launch comes just months after a marketing restructure at Honda and the departure of Honda marketing manager Tony Devers.
Credits: Creative director Steve Gill, art director Ben Couzens, copywriter Jim Ingram, agency producer Mandi Wight, production company Silverscreen Productions, director Derin Seale, producer Matt Long, post production Iloura.
