Honda is launching a new TV advertising campaign featuring the 2014 Civic Tourer, which is arriving at Honda dealerships across the United Kingdom. The campaign aims to convey the idea the beauty is not just about what can be seen on the surface. The campaign titled “Inner Beauty” takes on the current trend in design, engineering and wider society that appearance is more important than substance.
The spot will take the audience on a journey through various objects like a golf ball, suitcase, chest of drawers and a guitar amp -- revealing the inner beauty of each. The spot will lastly focus on the new Civic Tourer as another example of ‘Inner Beauty’ -- dynamic and sporty-looking but is also practical and functional.
The new Civic Tourer boasts of a class-leading 624 liters of boot space and secret storage compartments, as well as hidden door handles, innovative safety features and Honda’s distinct “Magic Seats.” The spot follows up on the viral “Hands” film, which has already received nearly 10 million views and won two awards.
The creative agency behind “Hands” -- Wieden+Kennedy London – collaborated again with directors Smith and Foulkes of Nexus Productions to create the new campaign. Inner Beauty made its debut as a 60-second spot on February 3; followed by 60- and 30-second spots on TV and video-on-demand. “Take a first glance at the Civic Tourer and you see a great-looking car.
This campaign takes the viewer beyond that first appearance to emphasise the balance between style and performance, and the incredible practicality that the car delivers,” remarked Olivia Dunn, Head of Marketing for Honda (UK).
Just like several Honda ads in the past years, the creative idea for the “Inner campaign was partly inspired by time spent interviewing Honda engineers. Adrian Killham, Chief Engineer for the new Civic Tourer, spoke to the “Inner Beauty” team about the considerable amount of time spent on the design of both the exterior and interior of the vehicle. [source: Honda]