Honda Noir

American Honda Motor Co. has recruited filmmaker David Lynch to direct one of its spots.
Lynch, known for making offbeat, dark films like Blue Velvet and Eraserhead, has directed a 30-second commercial for the 1998 Honda Passport.
Working with Honda agency Rubin Postaer and Associates, Santa Monica, Calif., Lynch shot on the deserted streets of downtown Los Angeles at night last week. The ad stars a businessman who is transformed into a rugged outdoorsman after seeing the Honda sport utility vehicle.
Don’t expect anything too sinister, though, cautioned agency principal Larry Postaer. “We wanted [Lynch] to bring a sense of realness and drama to the commercial. We didn’t want it to look like a commercial.”
Music for the spot will be composed by longtime Lynch collaborator Angelo Badalamenti and recorded at the filmmaker’s new Hollywood studio. Lynch said that he has been directing more commercials recently to raise money to build the facility. -Angela Dawson