Honda 'Everything'
Breaks During Avatar
Premiere
15.12.2009 | New Work
Honda (UK) will debut its latest TV spot ‘Everything’ during the much awaited premiere of James Cameron’s ‘Avatar’ in cinemas on Thursday 17 December.
The new 60 second film, created by Wieden + Kennedy London, showcases the breadth of Honda’s engineering experience; from ATVs, to marine engines, motorcycles, and the humanoid robot, ASIMO. ‘Everything’ highlights how Honda has distilled that varied knowledge and expertise into the cars it makes today – with the focus on the popular British-built Civic model.
Created by Chris Groom and Sam Heath, ‘Everything’ will debut on UK TV on 18 January, running for a period of six weeks. The film will also play out during screenings of Avatar for six weeks from next Thursday (17 December).
The film was shot over five days; on a high security Spanish test track, on water, and in Honda’s UK training facility – the Honda Institute. There are 972 edits over 17 video layers – making each section essentially an edit in itself. The soundtrack is ‘Atlas’, by The Battles, which has been rearranged to fit to the picture and reflect the style of editing used for the advert. The sound designer, BAFTA award-wining Martin Hernandez has worked on films including Babel, Pan’s Labyrinth and 21 Grams.
Ian Armstrong, Manager of Customer Communications at Honda (UK) comments:
“Decades of engineering innovation make Honda what it is today. As a result we are able to apply our know-how to constantly evolve the huge range of products we sell today and might sell in the future. Every product with a Honda badge carries that engineering DNA – not least the hugely popular British-built Civic.”
Chris Groom, Creative Director at Wieden + Kennedy comments “Our intention was to make a film that illustrated Honda’s broader view of engineering. Through a fluid series of fractured visuals, music and sound design we wanted to demonstrate how everything they make and do is interconnected and distilled into its cars – in this case the Civic.”
The Civic is produced at Honda’s UK manufacturing plant in Swindon, Wiltshire, from where it is exported to 60 countries across Europe. The plant also manufactures the compact SUV, the CR-V, and recently began producing the Jazz supermini for Europe.
