Guy Shelmerdine
Director at Smuggler
London, Regno Unito
TitoloApartment
Agenzia
Campagna 2012 Honda Civic
Cliente Honda Motor Co., Ltd.
Marca Honda
Data di Prima Diffusione/Publicazione 2011 / 4
Prodotto Civic
Settore Auto Nuove
Trama To bring attention to the variety of different Civic models and the idea of "To Each Their Own," the campaign features five distinct characters. Each represents a different model and shows that there's a Civic right for each person, no matter who-or what-you are.
Problema Featuring the widest array of choices (Coupe, Sedan, Hybrid, performance Si, fuel-efficient HF or Natural Gas) available in its class, the 2012 Civic is the most personalizable compact on the market. The intelligent Multi-Information Display (i-MID) lets each Civic driver control what's important to them like their audio preferences (including iPod library), available navigation-system turn-by-turn direction system, fuel-economy readings. Drivers can also manage vehicle functions that can be personalized (e.g., door locks, headlights) and displays such as personalized wallpaper. "The Civic gets credit for being established, trusted, well-known and reliable. The challenge with this campaign is to get Gen Y to give Civic credit for being inventive and cool. To turn some of these perceptions into thinking of Civic as well-designed, trendy and technologically advanced," said Tom Peyton, senior manager, national advertising, American Honda Motor Co., Inc.
Tipo di Media Televisione e Cinema
Editing Company
Executive Creative Director
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Casa di Produzione
Director
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Executive Producer
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Direttore della fotografia
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Monster Costume
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