Honda is to launch a television campaign to support its new hybrid car, the Insight, as part of an integrated campaign that aims to push the company’s environmental credentials.
The 60-second ad “Let it Shine”, created by Wieden & Kennedy Amsterdam, breaks on April 14 across Europe, the Middle East, Africa and Russia.
The ad starts by showing what appears to be a large LED screen displaying an animated sequence of stories that depict images of “good” behaviour including hugs and kisses, frowns turned into smiles, and general goodwill.
As the animation plays it is revealed that the images are being created by the headlights of hundreds of Honda Insight cars.
Print and outdoor activity will support the TV ad while in the UK the “Good to Grow” digital promotion launches today (April 2) where the public can ‘tend’ plants growing in a real greenhouse from their own PC for the chance to win a £5,000 holiday and the same amount to go to a good cause.
Ian Armstrong, manager for customer communications at Honda UK, says the “Let it Shine” campaign aims to carry a positive message optimistically and not through preaching or green-washing.
“The TV spot is part of a fully integrated campaign which engages and entertains while continuing to demonstrate our long heritage of environmental development,” he says.
Honda appointed Wieden & Kennedy Amsterdam to develop a £100m environment-focused advertising strategy, including for the launch of Insight, in December. W&K Amsterdam is also the car marque’s lead agency.
Honda withdrew from Formula 1 last December as it looks to secure its future in the wake of declining car sales and the global economic downturn.