W+K London back on the case for new Honda Civic

Honda seems to be in a bit of a mess at the moment; laying off 800 workers at its UK plant while upscale rival Jaguar Land Rover is adding them.

And the company is reviewing its creative agency in the US while giving the European launch of its new CR-V SUV to Mcgarrybowen’s new operation even thought it’s won loads of awards over the years at Wieden+Kennedy London.

All this may be unconnected of course, but the brand does seem to have a bit of an image problem, in Europe at least.

Here’s a new ad from W+K London for the new, improved Honda Civic, its major saloon brand.

It’s the same laid-back approach Honda UK used in the celebrated ‘Grrr’ ad but this time with a real person.

Honda does indeed have something of an image problem in the UK; establishing itself in the market initially as the pensioner’s friend but now trying to compete with other, more sporty marques as befitting a car costing north of £20,000. But is saying it’s ‘all things to all drivers’ quite enough?

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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.