Honda ads star robot ‘Asimo’

Honda’s much-anticipated new advertising campaign will feature an “advanced humanoid” robot called Asimo. The campaign, created by Wieden & Kennedy, breaks on Friday and is the first activity for which new UK head of marketing Jeff Dodds has been directly responsible…

Honda’s much-anticipated new advertising campaign will feature an “advanced humanoid” robot called Asimo.

The campaign, created by Wieden & Kennedy, breaks on Friday and is the first activity for which new UK head of marketing Jeff Dodds has been directly responsible. Dodds replaced Simon Thompson, who left to join Motorola as European marketing director, earlier this year.

“Warm Technology” promotes the launch of Honda’s new lower-emission 4×4 CR-V model, which goes on sale in January.

Honda says Asimo embodies the company’s attitude towards technology – “warm, approachable, human, optimistic and always moving forward”.

The ad shows Asimo in a museum engaging with a range of exhibits and everyday objects to demonstrate its human qualities. It ends with the thought “More forwards please” – which Honda says represents its continual push for technological innovation.

Honda has developed the capabilities of Asimo for the past 20 years and Dodds says: “Asimo is a serious research project for Honda but it also has the ability to put smiles on people’s faces.”

W&K has created a series of five online films featuring the robot to build up to the launch of the TV campaign, which will be supported by outdoor and press advertising.

Warm Technology follows in the footsteps of award-winning ads such as “Cog”, “Grrr” and “Impossible Dream”.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here