The Work: New Campaigns - UK.(Wieden and Kennedy Inc.)(Sony USA Inc.'s PSP campaign)(John Lewis Partnership PLC first online campaign)

 
ONE TO LOOK OUT FOR - Honda - Impossible dreams 

THE LOWDOWN

Wieden & Kennedy is hoping to emulate the success of its award-winning 'cog' and 'grrr' commercials with a new campaign that celebrates the highlights of the marque's history.

The company is backing the 120-second film, directed by Ivan Zacharias, with a pounds 4 million spend. Introducing the line 'impossible dreams', the film follows a man driving a number of Honda's famous vehicles from the past 50 years. Shot in the style of an old-fashioned classic movie, it begins with him dressed as a Honda test driver lip-synching to the backing track Impossible Dreams, sung by Andy Williams.

His journey starts on a tiny Monkey Bike. It cuts through a series of scenes of him in control of different Honda creations including a Super Cub and a 60s Formula One car. In the final shot, he races off a waterfall in a powerboat which turns into a hot-air balloon.

Honda's UK sales have risen 35 per cent since the launch of 'cog' in 2003. The new spot is backed by radio and online, where consumers can look up information on each of the vehicles.

 
SONY PSP - A DAY IN THE LIFE 
Project: A day in the life 
Client: Alan Duncan, director of marketing UK, Sony Computer 
Entertainment 
Brief: Create excitement around the PSP 
Creative agency: TBWALondon 
Writers: Tony McTear, Chris Bovill, John Allison 
Art directors: Tony McTear, Chris Bovill, John Allison 
Planners: Dan Joseph, Tom Morton 
Media agency: OMD UK 
Media planner: n/s 
TV producer: Di Croll 
Production company: RSA Films 
Director: Alex Rutterford 
Editor: n/s …