mcgarrybowen London Treads Carefully for Honda

By Erik Oster 

mcgarrybowen London launched an integrated pan-European campaign for the Honda HR-V, with a broadcast spot celebrating the vehicle’s precision and perfectionism with an intricately choreographed routine.

Directed by Kim Gehrig of Somesuch, the 60-second “Stepping” was inspired by the Japanese art of “precision walking.” It presents a series of choreographed routines from an ensemble cast, opening in an auditorium on a large group spilling out of the vehicle and then splitting into two groups whose precision walking paths intersect as the HR-V drives by. Using the red insides of their grey jackets, the group forms a block and spells out “HR-V” and then jumps into the trunk of the car as it drives backwards. The unusual and impressive eye-catching routines are memorable, and also act as a way of illustrating selling points of the vehicle, such as its precision and ample space. “Stepping” reinforces the connection at its conclusion with the text, “Precisely, Pleasingly, Perfect.” To the spot’s credit, the reasoning behind the routine was already clear and it does a good job of capturing and maintaining attention in a category that’s often generic and easy to ignore. “Stepping” makes its broadcast debut in the U.K. on September 5, supported by cinema, online branded content, print, digital, and BTL materials.

“The HR-V has been designed to fit perfectly into people’s lives,” explained mcgarrybowen London executive creative director Paul Jordan. “So the work we’ve created is all about things that are perfectly arranged and how they makes us feel.”

ECD: Angus Macadam, Paul Jordan
Creative Team: Robin Temple, Tom Woodington
Planner: Ellie Beecroft
Agency Producer: Abbi Tarrant
Business Director: Alice Tendler
Film Production: Somesuch
Director: Kim Gehrig
Executive Producer: Tim Nash
Producer: Lee Groombridge
Editor: Tom Lindsay @ Trim
Post Production: MPC
Producer: Julie Evans
Supervisor: Bevis Jones
Colourist: Mark Gethin
Audio Production: Factory & Soundtree
Music: “Incredible” by M-Beat feat. General Levy