Ads We Like: Honda and Kojey Radical take a road less travelled with bold campaign
Honda is encouraging drivers to take a break from the norm to see ‘Where Different Takes You’ in a campaign to showcase the Civic range.
The 60-second film, directed by Mike Skrgatic and James Allen, sees the sporty Civic swerve arbitrarily from one road to the next while a voiceover from London based rapper, poet, visual artist and storyteller Kojey Radical gives the film a cool edge.
Dynamic typography accompanies the car throughout, and the written words are accentuated by the spoken word that created an unexpected path, through which the car zooms by.
An ode to those who dare to take the road less travelled, the campaign from Wieden+Kennedy London, aims to convey that the Sporty Civic is distinctively in a league of its own compared to other options in the compact car sector.
The UK is one of the first markets where the pan-European campaign will go live. It will debut in the UK on 6 October in cinemas, and 7 October on TV and is supported by a national print and out-of-home campaign.
Carlos Alija and Laura Sampedro, creative directors, Wieden+Kennedy London, said: “The compact car sector is full of look-a-likes with all too similar characteristics. The Civic stands out from the crowd, with strong design and a sportier drive, made for those who don’t follow the herd. ‘Where Different Takes You’ connects with that sentiment and encourages drivers to trust their instincts, avoid well-trodden paths and dare to be different.”
