- Eleftheria Parpis

NEW YORK Honda Motors Europe launched its environmental brand platform today with a 60-second spot for the new Insight Hybrid from Wieden + Kennedy, Amsterdam. The work (pictured) transforms the headlights of cars into an animated story choreographed to the song "This Little Light of Mine."
 
Launching today in Belgium, the campaign uses the line "Everyone wants to be good" and highlights the Honda Eco Assist coaching system.

That device uses a digital display of a growing flower to help drivers gauge their levels of co-friendliness. The flower grows as consumers drive more efficiently.

"We made that imagery the cornerstone of our proposal," said Jeff Kling, executive creative director at Wieden, which won the assignment after a pitch late last year. "The more environmentally friendly you drive, you start to grow this three-part flower on your dashboard. And when you turn the flower on its side, it spells the word 'Eco.'"
 
The commercial, directed by Erik van Wyk of Bouffant, begins with what appears to be a giant LED screen showing hugs and kisses and frowns turning into smiles. Interspersed close-ups of the cars and their dashboards and people make it clear that the light show -- which ends with an image of the eco-flower -- is actually produced by Honda drivers. The voiceover explains: "Everyone wants to be good. And now there is a Hybrid for everyone. The affordable Honda Insight."
 
The campaign, which includes print, out-of-home and digital executions, will also run in Russia, the Middle East and Africa through April. The flower image is repeated in all aspects of the campaign.
 
The spot, breaking in the U.K April 14, was shot two months ago in South Africa. "We started with the basic premise of everyone wants to be good. Light is a natural thing for that, the idea of light, warmth, optimism," said agency ecd John Norman.

(SEE THE SPOT AND A 'MAKING-OF' VIDEO IN "NEW CAMPAIGNS")
 
"It's about personal energy," added Kling. "And the song is about [being] a positive force in the world. That's essentially what those lyrics translate to."
 
Norman said the event-like production also plays to the "democratic notion that everyone can afford to be good now."
 
In addition to Kling and Norman, Sue Anderson served as creative director, Zach Watkins wrote the copy and Craig Melchiano and Mark Sloan served as art directors on the campaign. 
 
The agency's London office has worked with Honda U.K. since 2001, creating award-winning commercials like "Cog" and "Grrr."