Honda & Leo Burnett Create Honda’s First Australian Brand TVC

Honda & Leo Burnett Create Honda’s First Australian Brand TVC
SHARE
THIS



Honda Australia has launched its first ever brand TVC via Leo Burnett Melbourne, celebrating Honda’s innovative, human-centric philosophy.

The campaign titled ‘Moving You’ demonstrates how Honda has always been one of the world’s most innovative and influential companies. It creates technology to help stroke victims walk again, powers our farming industry, uses robotics to assist us in everyday life, and designs boat motors, supercars and even jets.

“Honda creates products that are centred around the people who use them,” said Leo Burnett Chief Creative Officer, Jason Williams. “While other manufacturers obsess over what a product can do, Honda dreams about how it can seamlessly complement and advance our lives.”

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, created by Leo Burnett Melbourne, 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.

“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,” said Collins. “The recent addition of our five 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.

“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.” 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.

CREDITS

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

Production: Scoundrel

Director: Michael Spiccia

Producer: Ben Scandrett-Smith

Executive Producer: Adrian Shapiro

DOP: Danny Ruhlmann

Production Designer: Lucinda Thomson

Post Production:

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

Please login with linkedin to comment

honda Leo Burnett

Latest News

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]