Honda starts its campaign for its Insight hybrid model to the UK with cinema advertising alongside films such as Angels & Demons via a £1.3 million deal with Digital Cinema Media.
The campaign for the environmentally friendly Insight began in Continental Europe last month and has been created by Wieden & Kennedy .
Cinema sales house DCM has signed Honda up to a package that sees the 60 second ad shown across 2,500 screens and also in arthouse cinemas.
The UK version of the ad is set to the song This Little Light of Mine by Berend Dubbe. The ad depicts a huge car park of Insights in the desert and in time with the music the car headlights create various images.
DCM will also distribute lenticular postcards in 200 sites for sour weeks across the UK.
The company was previously known as Carlton Screen Advertising and is now owned by Odeon and Cineworld via a joint venture.
The Insight launches as a depressed UK car industry reported sales of new vehicles ?? down in April