Stephen Fry is the voice of DraftFCB’s new Honda ads
Draft FCB Melbourne has created a series of animated commercials for Honda narrated by Stephen Fry.
The campaign – the first work for Honda by Draft FCB’s new creative director Mat Garbutt – builds on Honda’s long running international strap line “The Power of Dreams” with two questions: “What if?” and “What’s next?”
Garbutt said: “Too much advertising today seems to be afraid to say something. Honda has so many wonderful stories to tell, and we wanted to tell those stories in a clever, joyful way that reflects the truth of Honda.”
“We wrote this campaign with Stephen’s voice in mind. He has that delightful combination of intelligence, wit, and joy.”
Honda Australia’s GM of marketing Kevin Lillie said: “Honda is a brand known for it’s technical precision and innovation, but the creative spirit that drives the brand is often hidden. We wanted to bring that joy and humanity of Honda to the surface.”
Honda Advertising Manager Jason Miller said “The first three TVC’s cover Accord Euro, Civic, and for the first time on TV, the Civic Hatch. We are also using large format outdoor for Euro and Civic. We have changed from Honda’s traditional approach of positioning each vehicle separately, to one where the core brand truth is central.”
The i-VTEC ad (bottom) is already on air, while the ACE Body Structure ad (middle) airs from this Sunday. The Grade Logic Spot (top) goes to air from next weekend.
Credits:
- Creative Director: Mat Garbutt
- Copywriters: Paul Cottrell, Mat Garbutt
- Art Direction: Paul Cottrell, Mick Bakos
- Agency Producer: Lisa Ramsey
- Animation: Iloura
- Sound: GAS
- Music and Audio: Nylon Studios
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I think more brands need to say “joy”.
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Like these as they…
a. actually have something to say
b think they will really cut through in the car category
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Outstanding work by Iloura again!!
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I thought Ogilvy had Honda’s account?
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Just watched the first one and am left thinking ‘What is the benefit of that?’ I’m a bit of a car buff, but have to make a few leaps to assume that it’s about more power and/or increased fuel efficiency? The ad may be entertaining and help with the brand positioning, but it does nothing to educate me about what it is they’re actually offering me.
@T Nov,
I’m going to assume you were being sarcastic re the recent BMW use of ‘joy’ across all their campaigns?
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pretty good – although reminds me of the opening of little big planet (also with stephen fry)
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“Here’s the deal, folks. You do a commercial – you’re off the artistic roll call, forever. End of story. Okay? You’re another whore at the capitalist gang bang and if you do a commercial, there’s a price on your head. Everything you say is suspect and every word that comes out of your mouth is now like a turd falling into my drink.” – Bill Hicks
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Or as Stephen Fry puts it in his new memoir ($39.95, an excellent read):