Hasta La Ideas

Wieden + Kennedy in London has come up trumps once more for Honda, with this new TV spot for the Honda Civic…

The ad, titled Everything, uses clever editing to emphasise the breadth of Honda’s engineering, with all-terrain vehicles, boats, motorcycles and even Honda’s humanoid robot Asimo all making an appearance. The ad ends with the familiar Garrison Keillor voiceover, who pronounces that ‘everything we do goes into everything we do’.

“Our intention was to make a film that illustrated Honda’s broader view of engineering,” says creative director Chris Groom. “Through a fluid series of fractured visuals, music and sound design we wanted to demonstrate how everything they make and do is interconnected and distilled into its cars – in this case the Civic.” The soundtrack, Atlas by Battles, has also been rearranged to fit to the picture and reflect the style of editing featured in the spot.

Credits:

Agency: Wieden + Kennedy, London

Creative directors: Tony Davidson, Kim Papworth

Creatives: Sam Heath, Chris Groom

Production company: Outsider

Director: Scott Lyon

Post: The Mill

Editor: Richard Orrick, Work Post