Honda’s Slough-based national training centre, The Honda Institute, takes a starring role in a new TV advertisement which breaks this week.
It appears within part of a new Government TV ad aimed at encouraging more youngsters to enter higher education. In a scene from the ad, a small boy is seen to be in charge of the design and testing of a racing car. It’s actually a Jordan-Honda Formula 1 car residing within Honda’s high tech training facility.
The fictional setting depicts a child pursuing his dreams. But the images are intended to show teenagers some of the exciting career possibilities that may be achieved through higher education. Specifically the advertisement is targeted at children who may not be considering a higher education.
The advertising is part of the Government’s Aimhigher campaign to encourage more children from families and communities with no tradition of entering higher education to go on to university – and follows the launch earlier this year of the Aimhigher roadshow by the Department for Education and Skills.
Says Geoff Matthews, Head of the Honda Institute: "We were pleased to allow filming for this campaign, because we have a mutual interest. Training is something we treat very seriously at Honda, and we’re very keen to promote the fact that our industry is an interesting and challenging field in which to work.
"Indeed, our brand statement ‘The Power of Dreams’ applies as much to the career possibilities we offer people, as to the products we make!" he adds.
The new advertisement was produced by COI Communications and directed by Simon Levene of Pink Productions. It will run across Sky 1 and various kids and music satellite channels from 11 November to reach youngsters who are about to take their GCSEs.Published 13 November 2002