Honda has teamed up with mcgarrybowen London once more for the creation of the latest of a series of commercials celebrating engineering perfectionism, marking the launch of the Honda HR-V in Europe.
Premiering on 5 September in the UK the piece introduces the subcompact SUV using a troupe of precision walkers to step in sync with the vehicle as it manoeuvres around Wembley Arena.
Inspired by the Japanese art form of choreographed movement the 60-second film concludes with the line ‘Precisely, Pleasingly, Perfect'.
The ambitious shoot took 60 performers six weeks of rehearsals to get right with the melodious cords of 90’s jungle classic “Incredible” by M-Beat feat General Levy providing an audio backdrop.
Jemma Jones, department manager, marketing communications at Honda Motor Europe, said: “In this spot, we see the HR-V make its TV debut as the conductor of a precision walk like no other! We are extremely proud of this production which delivers against Honda's brand values of imagination, innovation and excitement.”
Paul Jordan, ECD at mcgarrbowen London added: “The HR-V has been designed to fit perfectly into people's lives. So the work we’ve created is all about things that are perfectly arranged and how they makes us feel.”
The TV campaign will be accompanied by cinema, online branded content, print, digital, and BTL materials.