Dentsu creates Honda Accord new TVC

Honda has launched its latest campaign to promote and cater to the added features to their flagship product, the Accord. The objective of this campaign was to showcase the added features that enhance the style and the "Fun to Drive' spirit of the car. This is done so to broaden its appeal. The communication is created by Dentsu Marcom. Apart from the TVC, there is also an internet film that will display the change points of the car. There are also print ads in magazines as a part of this communication. The purpose of the communication was to show that the Honda Accord provide a perfect mix of performance and comfort which results in a memorable driving experience.

The brief from the client was to showcase the car in general and the sunroof specifically. The brief therefore was to bring to life the unmatched performance and great comfort offered together as the benefits of the Honda Accord.

Commenting on what makes the film unique, Nitin Suri, National Creative Director, Dentsu Marcom said, "From a story perspective there is a surprise element, from an execution perspective, the sound design was planned such that the sense of calm when the interiors are shown is juxtaposed with the high energy and speed sounds when the performance is shown"

The film opens on intense driving shots. The driver is clearly enjoying his drive. These shots showcase the Accord's engine power and performance. As the film progresses, we realize a girl is asleep in the car's navigator seat. Distant from the car's deft maneuvers, she seems to be enjoying a nap in the Accord's interiors. The driver stops the car by a beautiful view. He pushes a button, the sunroof slides open and the girl wakes up to the gentle caress of the sunlight. Not completely awake, she says, "Make me some tea'. Then she wakes up to realize she isn't in her bedroom but in the car. The driver and the girl laugh. The voiceover then comes on: Performance and Comfort. The perfect match.

Commenting on the campaign, A. Kurokawa, Executive Vice President, Dentsu Marcom, "The main purpose of advertising for a car like this was that if we focused on the essence of this car, it would in return create a good rub off effect for the Honda brand. Honda cars are all about driving performance and comfort and Accord, being the flagship, was in the perfect timing to showcase that DNA. Although it is practically being used as a chauffeur driven car, it is actually an awesome car to drive! I really enjoy it!" | By Janees Antoo [janees(at)adgully.com]