Honda is showcasing the craft and innovation that goes into filmmaking with a new spot to marks its sponsorship of U.K. Channel 4's "Film on 4" programming.
Created out of Wieden & Kennedy, London, the ad takes viewers step-by-step through the scripting, storyboards, special effects and grading of four impeccably-crafted scenes, each depicting a different film genre: thriller, sci-fi, romance and action. The main characters from each scene pair with a Honda model that fits the story -- whether it's the new Civic, Civic Type R, CR-V or Africa Twin motorcycle.
The ad aims to show the parallels between the pursuit of excellence that drives both Honda and great moviemakers.
"The best Honda ads often overcome some kind of challenge in the craft and the storytelling that reflects the ingenuity of the brand," said W&K creative directors Carlos Alija and Laura Sampedro in a statement. "There's crazy technology involved in making a film or a Honda nowadays, but it's ultimately the warmth of the human touch that makes them achieve excellence."
Along with the main spot, running online and in cinema, related idents will broadcast alongside films shown on Channel 4, Film4 and E4 over the next year. Time Based Arts produced the ads, with direction by James Allen and Mike Skrgatic.
Previously, Wieden & Kennedy and Honda were behind the award-winning "Hands" campaign promoting Channel 4 documentaries.