Honda has turned to traditional American karaoke to promote it’s 30 seconds spot. The spot features NSX, CR-V, HR-V, Jazz and Civic five-door models. The spot is filmed in the Tabernas Desert in southern Spain. They are shown driving through the desert, set to a cover version of Over the rainbows, sung by Joys Downer.
As The cars race through the desert, they pass along huge neon signs of the lyrics of the song, giving the spot a karaoke theme. This culminates with the cars racing towards a humongous neon “Honda: the power of dreams” sign: Honda’s global brand Slogan. The spot really gives you chills when all the 5 cars drive through the sign.
The spot, directed by Scott Lyon through Outsider , will be run on T.V. and internet for next two months. It was filmed using camera drones. Simon Connor and Stephen Cross at Mcgarrybowen Londo created the campaign.
“We wanted to create a campaign that tells a simple yet powerful story. This film celebrates the individuality of all five Honda cars and the spirit that inspired Honda to reinvent its range by dedicating a specific section to each vehicle and then bringing them together under the collective Honda banner. It’s the perfect combination of reenergized brand and revitalized product.” Said Fabrice Esteve, marketing communications department manager at Honda Motor Europe.