The soundtrack consists of 65 different sounds combined to represent the campaign premise that every part of the car works in perfect harmony, hence the tagline 'Symphony in Motion'.
Kevin Lillie, Honda marketing manager, said he loved the idea from the minute it was presented. "This communication matches Honda’s engineering – delivering precision whilst looking and sounding great. Everything in it works beautifully,” he explained.
Draftfcb creative director Mat Garbutt added that the campaign captures what it feels like to own and drive a Honda Civic, comparing the driving experience with the sound experience of the TVC.
The concept was created in collaboration with Honda's digital agency DTDigital and also includes print, outdoor and dealer executions plus an interative 'Civic Sounds Experience' due to launch on 9 April. The TV commercial has 45-, 30- and 15-second versions.
Credits:
Draftfcb
Creative director Mat Garbutt
Art director Steven Clarke
Strategic business director Stephen McLardie
Agency producer Lisa Ramsey
Account director Andrea Perkins
Account manager Ilana Sztal-Susman
DTDigital
Digital Brett de Niese, Jason Deacon, Emma Park, Andrew Grinter, Lee Spencer
Goodoil Films
Director Matt Murphy
Producer Ben Scandrett-Smith
The Butchery (offline)
Editor Jack Hutchings
GASinc
Sound Rodney Lowe
Turning Studios
Music Elliot Wheeler
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