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.
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