Being in the business of crafting creative work, we know how important appearance is. But we also know that what lies beneath the surface can be just as captivating and surprising as what’s on the outside.
The newest member of Honda’s Civic family, the new Civic Tourer, is a perfect example of this. It’s a great looking car, but take a closer look and you’ll see so much more, including class-leading 624L boot space.
Today, we launch our new Honda ‘Inner Beauty’ campaign introducing the Civic Tourer, for those who love the inside as much as the outside.
The creative idea at the heart of the campaign, which celebrates the idea of inner beauty, was inspired in part by the Honda engineers who were concerned people would only see the outside and overlook what the inside could do.
We teamed up once again with our friends at Nexus and directors Smith and Foulkes (whose magic touch brought our viral hit ‘Hands’ to life), to create a captivating film that will take you on a hyper-real journey through a series of objects, revealing the beauty inside each: from a golf ball and a toy robot to a guitar amp and finally, of course, the Civic Tourer.
With Nexus, we stitched together a variety of techniques. The ‘inner worlds’ of the objects were a mixture of CG effects and stop motion ‘slicing’, and the exterior of the objects and driving sequences were shot in live action on location in Teruel, Spain.
[our ECDs Tony & Kim show us just how vast the desert really is]
This spot, which has already been picked as Creative Review's Ad of The Week, will be supported by 60, 30 and 15 second spots on TV and video on demand, as well as print and digital media.
To celebrate this new campaign, Honda (UK) will be running a five-day Twitter competition, also launching on Monday 3rd February. A short hypnotic loop from the ad will be tweeted daily, each clip featuring a cleverly concealed word that relates to a great prize. Fans will need to find the hidden word and tweet it to @Honda_UK, using the hashtag #CivicTourer for the chance to win. Prizes include a camera, a department store shopping spree and a holiday for two. Keep an eye on the @Honda_UK Twitter account for more on the competition.