Wieden+Kennedy debuts eagerly-awaited ‘Great Unknown’ campaign for new Honda Civic

And for once a campaign ad really is eagerly awaited because Honda has gained thousands of fans on YouTube and elsewhere with a succession of clever teaser games for the new Honda Civic from Wieden+Kennedy London.

So has it been worth the wait? Actually it probably has been. The ad follows the ‘Great Unknown’ theme to some purpose and even introduces a decent pack shot at the end, something Honda’s previous efforts in the UK have been a bit short on despite their pyrotechnical brilliance.

Honda, of course, has been hammered in the UK and elsewhere by supply chain problems following last year’s tsunami in Japan. So a lot is riding on the new Civic, which competes in the Ford Focus sector of the market.

As with W+K London’s current campaign for Lurpak Lightest Spreadable, the only issue seems to be: can the product live up to the advertising?

The creative team was Toby Allen and Jim Hilson with creative directors Sam Heath and Chris Groom. The film was directed by Martin Krecji for Stink.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.