Focusing on the car in general and the sunroof feature, the agency set out to show that the Honda Accord provides a perfect mix of performance and comfort to deliver an unforgettable driving experience.
Commenting on the campaign which consists of a TVC, online film and magazine print ads, Chandana Agarwal, vice-president at Dentsu Marcom, said: “The overall campaign, while it seems product centric, is rooted in the insight that people are achieving success much earlier than they used to and as a result their mode of engagement with the car has changed. It appeals to a person who enjoys taking the wheel. It is about a movement from passive luxury to active performance. The campaign not only captures this trend but also connects with this audience.”
The film opens on intense driving shots showcasing Accord’s engine power and performance. Despite the car's deft maneuvers, a girl is enjoying a nap in the passenger seat. When the driver stops at a lookout point and opens the sun roof, the girl, stirred by the sun on her face but not yet fully awake, says, "Make me some tea". She wakes up and realises she's not in her bedroom, but in the car instead.
The voice-over remind viewers of the perfect match of performance and comfort inherent in the Honda Accord.
The campaign will run from March to April.
Credits:
Client Honda Siel Cars India
Creative agency Dentsu Marcom
Team lead A. Kurokawa
National creative director Nitin Suri
Creative director Nitin Suri
Art director Rohit Dhamija
Copywriter Udayan Chakravarthy
Account management and strategy Chandana Agarwal and team
Director Christian Lyngbye
Production house Cutting Edge
Post production studio The Post Bangkok
Music credits Clinton
Exposure TVC, Print, Digital
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