Wieden+Kennedy scales a peak for Honda’s new Civic

Unusually I saw this ad on TV before the press release pinged in which told me that the mountain young Imogen Horrocks is scaling is made of the same clay used in the design process for the new Honda Civic (clue: there are car shapes on the mountain.) So presumably it’s clever CGI from production company Colonel Blimp and post wizards MPC then? Hope so for Imogen’s sake, otherwise good job they didn’t need a take two.

Inspiration is purportedly provided by company founder Soichiro Honda who said: “Instead of being afraid of the challenge and failure, be afraid of avoiding the challenge and doing nothing.” So Honda has produced a radical all-new Civic (and not before time).

This is supposed to stop you in your tracks and, indeed, it does.

Another outstanding TV campaign in an outstanding month.

MAA creative scale: 9.

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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.
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