It's become increasingly hard to grab viewers' attention with TV ads for car brands that simply feature vehicles driving around, no matter how spectacular the landscape. But Honda attempts a different way to do it in its latest pan-European spot, by encouraging the viewer to sing karaoke to "Over the Rainbow."
The ad, by Mcgarrybowen London, sees five different Honda models, the NSX, the CR-V, the HR-V, the Jazz and the Civic 5dr, driving through the Tabernas Desert in southern Spain (interestingly the same location that Skoda is highlighting in its current campaign). As the cars drive, they pass giant neon lyrics that illuminate in time with the music, karaoke-style.
The spot, directed by Scott Lyons at Outsider, was filmed entirely using camera drones. According to the brand, "Over the Rainbow" was selected to reflect Honda's ability to "not only dream but deliver." Singer Joy Downer was behind the cover of the tune featured in the ad.
Fabrice Esteve, marketing communications department manager at Honda Motor Europe said, "We wanted to create a campaign that tells a simple yet powerful story. This film celebrates the individuality of all five Honda cars and the spirit that inspired Honda to reinvent its range by dedicating a specific section to each vehicle and then bringing them together under the collective Honda banner."