Honda's "Hondamentalism" Advertising Campaign
by: Guest
Total views: 23
Word Count: 437
The new integrated advertising
campaign of Honda manufacturer of best quality acura
brakes has been released recently nationwide to support the launching of
its best-selling hot hatch, the Civic Type R. The advertising campaign was
created by Wieden & Kennedy and introduces the so-called concept of
“Hondamentalism”. This concept embodies the one-of-a-kind racing spirit and the
endless pursuit for excellence which has been part of the company’s goals from
day one.
The 60-second spot opens up
featuring a long road and at the far end are bright lights and seven engineers.
Then a voice of Garrison Keillor will be heard at the background saying
something like “an engineer once said that to build something great is like
swimming through honey”.
The voice continues by saying,
"Our engineers set off on the long road towards the bright lights. As
their journey progresses, a strong wind begin to blow – becoming more intense
as they continue, knocking them over and spreading debris around. As they
struggle ever closer to those lights they are seen helping each other, carrying
each other, spurring each other on against the wind. They reach the lights (and
with that appear the famous ‘RedH’ Honda badge. This brand is exclusive on
racing cars and Type R production vehicles). By working together, by helping
each other in the massive struggle and challenge to achieve the absolute
fullest potential which only the RedH logo commands, they have reached their
goal. That’s Hondamentalism."
“Hondamentalism” is just the
one part of the integrated campaign that Honda has in stored. There will also
be a series of print advertisements that are scheduled to come out next week
that will showcase the various “Hondamentalists” that would display the
intensity of Honda’s engineering and racing heritage. The ITV’s Formula 1
sponsorship coverage which will be aired next weekend will also assist the
campaign for the Civic Type R.
To round up the integrated
campaign for the Type R is the campaign web site called hondamentalism.com
which was launched just recently. The “Hondamentalism” web site is developed by
Midas Collective and allows its users to take on the challenge to explore the
site and to find out just how “Hondamentalist” are they. The site will also
feature contents from redh.com.uk together with a new 360-degree color changer.
The “Hondamentalism” commercial
was directed by Mark Romanek and produced by Jonathan Chads. The creative
directors were Kim Papworth and Tony Davidson. The Copywriter was Stuart
Harkness while the Art Director was Chris Groom.
About the Author
Evander
Klum is a Business Administration graduate who hails from
Rating: Not yet rated