Honda has teamed up with production company Nexus and directors Smith & Foulkes (who shot last year's Hands films from Wieden + Kennedy London and were behind the much-celebrated Hate), for a follow-up spot that brings a surreal visual touch to the standard car ad. The new film sets out to explore what's on the inside of various objects, including a Honda Civic Tourer as well as golf balls, cameras and a guitar amp, as if they were being sliced in half, using a combination of live action, stop motion animation and CGI .
According to W+K, the creative idea was in part inspired by interviewing the Honda engineers involved in the project. Adrian Killham, Honda's chief engineer for the Tourer, spoke about wanting people to look past the outer beauty to what lies beneath.
The brand is also launching a Twitter competition based on the ad. Viewersare invited to watch short loops from the film and find a hidden word, and then tweet their answer to @Honda_UK using the #CivicTourer hashtag.