Honda is launches its latest HR-V this weekend in the U.K. with a colorful, fabulously-choreographed spot from Mcgarrybowen London, inspired by the Japanese cultural phenomenon of "precision walking."
Director Kim Gehrig of Somesuch (who won plaudits earlier this year for Sport England's This Girl Can) helms the ad, which features 60 people performing an impressive precision walking routine wearing co-ordinated colors to 90's track "Incredible" by General Levy, with the car as centerpiece. The ad was filmed at London's Wembley Arena after six weeks of rehearsals.
Precision walking, or "Shuudan Koudou," is huge in Japan, with people taking part in competitions every year. According to Paul Jordan, ECD at Mcgarrybowen London, in a statement, Honda wanted to demonstrate the engineering precision of the HR-V and emphasize how it is in "rigorous step with people's lives." "The work we've created is all about things that are perfectly arranged and how they makes us feel."
The spot, which ends with the line "Precisely. Pleasingly. Perfect," is on YouTube and will be running in cinemas and on TV in the U.K.. The campaign also incudes print, digital and online branded content.