Description / Synopsis
The 2 minute commercial, entitled "cog", uses over 85 individual parts of the new Accord which precisely and intricately "knock on to" and interact with one another to form a complex chain reaction which lasts until the new Accord is finally revealed.
Context
When Honda came to us, they were underperforming in the UK car market.
One of the most striking reasons for this under-performance was their recessive image. They were seen as dull but reliable. Good engineers, but uninspiring car makers. The car market is too cluttered and too complicated for people to consider many car brands. The more recessive ones fade from people's attention very quickly.
Philosophy/Solution
Our task was clear -- get Honda onto people's shortlists. This meant combating perceptions of Honda as a brand, not just extolling the virtues of the cars.
Honda's corporate culture and history are uniquely compelling. Mr. Honda himself was a fascinating, unexpected character. Not to tell these stories would have been a communications crime. So we told them in a series of brand and product ads that explain Honda's 'Power Of Dreams' philosophy
Results
Since we started working with Honda in 2002, their sales are up 55%. Consideration of Honda for next car is up from 12% in 2002 to 26% in 2006. Ad awareness is ahead of rivals VW and Toyota on a fraction of their spend. The campaign has delivered over £400m in incremental sales revenue and has helped Honda's website become most visited of any car manufacturer.
Title "Cog"
Agency Wieden + Kennedy UK Ltd
City London
Production Company: Partizan Midi Minuit, Partizan
Advertiser Honda Motor Co.
Brand Name Honda
Product Name Accord
Business Sector Cars
Campaign Name Honda Power Of Dreams philosophy (See the campaign)
Date of First Publication 4/14/2003
Market Europe, United Kingdom
Country of Production United Kingdom
Language English
Type Television
Length 120 seconds
Soundtrack/Song "Rapper's Delight"
Tagline Honda. The power of dreams.
Awards CLIO Awards, 2004 (Grand Clio)
CLIO Awards, 2004 (Gold) for Automotive
London International Advertising Awards - LIAA, 2003 (Winner) for TV & Cinema: Automotive
Epica, 2003 (Winner) for Automobiles
Cannes Lions - International Advertising Festival, 2003 (Gold Lion) for Cars
The One Show, 2004 (Gold) for Consumer TV Over :30 Single
The One Show, 2004 (Gold) for Consumer TV: Campaign (Commercials of Varying Lengths)
The One Show, 2004 (Best of Show)
International ANDY Awards, 2004 (GRANDY)
International ANDY Awards, 2004 (Silver) for Automotive
The Cresta Awards, 2004 (Grand Prix) for Consumer
Shark Awards Advertising Festival, 2003 (Silver) for Cinema
British Television Advertising Awards (BTAA), 2004 (Shortlist) for Vehicles
British Television Advertising Awards (BTAA), 2004 (Gold) for European
British Television Advertising Awards (BTAA), 2004 (Silver) for Virals
British Television Advertising Awards (BTAA), 2004 (Gold) for Cinema
British Television Advertising Awards (BTAA), 2004 (Gold) for Series
British Television Advertising Awards (BTAA), 2004 (Best Television Commercial of the Year)
Advertising Creative Circle Awards, 2004 (Gold) for Best Commercial
Advertising Creative Circle Awards, 2004 (Gold) for Best Campaign or Series
Advertising Creative Circle Awards, 2004 (Platinum Honour)
Eurobest, 2003 (Gold) for Cars
D&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising: TV Commercials - Over 60 seconds
D&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising: TV Commercials - TV Campaigns
D&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising Crafts: Direction
D&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising Crafts: Sound Design
IPA Advertising Effectiveness Awards, 2004 (Gold)
IPA Advertising Effectiveness Awards, 2004 (John Bartle Award (Best New Agency) )
International Automotive Advertising Awards (IAAA), 2003 (Best of Show) for Passenger Cars Intermediate/Large Television
International Automotive Advertising Awards (IAAA), 2003 (Gold) for Passenger Cars Intermediate/Large Television
International Automotive Advertising Awards (IAAA), 2003 (Gold) for Creative Arts - Direction
International Automotive Advertising Awards (IAAA), 2003 (Gold) for Creative Arts - Sound Design
First Boards Awards, 2004 (Winner: Andrew Proctor) for Animators
The Advertising Festival Ad Awards Tenerife, 2003 (Winner) for Best Creative Idea in Sound or Vision
The Advertising Festival Ad Awards Tenerife, 2003 (Winner) for Best Use of Television
The Advertising Festival Ad Awards Tenerife, 2003 (Winner) for Best Use of Cinema
The Advertising Festival Ad Awards Tenerife, 2003 (The Advertising Festival Gold Award)
Explanations?