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”.