The 60-second spot for the Honda CR-Z showcases the car's unique three driving modes of Econ, Sport and Normal - and reflects the changing moods of the driver in each of the settings.
Called 'RGB', the ad is inspired by the look and feel of the Honda CR-Z and is shot from the viewpoint of someone travelling through a city in the car. The focus of the film is the influence that the Honda CR-Z's three driving modes can have on a particular journey. The colour of the car's dashboard display changes with each mode, and these shifts from red to green to blue are reflected in each part of the film, together with the changing environments the car is travelling through.
The advert highlights how a driver's engagement with a city changes according to the mode they are driving in, making the experience more vivid and colourful.
The ad is the latest Honda spot made for the European market by W+K London, and was created by Sam Heath and Chris Groom and directed by Frank Budgen.
Sam Heath, Creative Director at Wieden + Kennedy, said, "The thing about this hybrid is that it's fantastic to drive. You can choose to engage with the road and the world around you in three distinct ways. That's essentially what the film's all about."
The spot is supported by a print campaign and digital activity, including an innovative Facebook campaign that takes information from the user's profile pages to create a personalised piece of artwork. The 'Mode Art' application allows users to create unique designs that incorporate images, names, dates and other details from their own Facebook pages.Published 14 June 2010