Ad of the Day: Honda

More than that, the imagery here does double duty: This campaign highlights the carmaker's sponsorship of documentaries on the U.K.'s Channel 4, and the look of the spots draws upon that that real-world filmmaking. The positioning—"The more we look, the more we learn"—is testament to Honda's own approach to problem solving even as it encourages viewership of the Channel 4 offerings. W+K ties the commercials' disparate images together with a "match-cutting" execution that uses a thread of movement, sound, colors or shapes to link the action between the clips, which end with a feature in a Honda product. For the Honda CRV's adaptive headlights, for example, the movement of an eagle's head carries across other imagery involving a robot, a security camera, a human eye, a theater spotlight, a flashlight and, finally, a Honda headlight. The simplicity here works for the complex client mandate which requires the agency to feature a breadth of Honda products ranging from cars and motorbikes to the company's lawn and garden line.

The new TV spots are supported by a website, www.honda.co.uk/curiosity, from Collective London, which features a "How curious are you?" competition with questions and will also include additional Honda and Channel 4 content relevant to programming. 

CREDITS

Client: Honda UK

Agency: Wieden + Kennedy, London

Creative Team: Ben Shaffery, Max Batten

Creative Directors: Sam Heath, Chris Groom, Jon Matthews

Agency Producer: Michelle Brough

Account Director: Laura McGauran

Director: James Caddick

Production Company: 2AM

Production Company Producer: Aly Moffat

Lighting Cameraman: Ollie Downey

Locations: Jamie Parsons

Editor: Owen Oppenhiemer

Post Production Supervisor: Paul Wilmot

Post Production Company: Finish

Sound Engineer: Dan Beckwith

Sound House: Factory