The Work: New campaigns - The world.(Publicis Helsinki)(Ogilvy Argentina)

 
HONDA - DROP - ASIA 
CREDITS 
Project: Drop 
Client: Shinichi Katsuyama, manager, operation management department, 
Asia and Oceania, Honda 
Brief: Dramatise Honda's i-VTEC engine technology and position the 
company as a manufacturer of fuel-efficient, yet powerful, cars 
Creative agencies: Wieden & Kennedy, London and Tokyo 
Writers/art directors: Michael Russoff, Caroline Pay 
Planner: Toru Yoshida 
Media agency: n/a 
Production company: RSA Films 
Director: Jake Scott 
Editor: Adam Rudd, Final Cut 
Post-production: The Moving Picture Company 
Audio Post-production: Wave 
Exposure: TV in Asia 

The Wieden & Kennedy offices in London and Tokyo have worked jointly to create a new commercial to boost Honda's reputation across Asia as a manufacturer of fuel-efficient, yet powerful, cars.

The 60-second spot marks the first TV work for Honda Asia and Oceania since W&K's appointment to handle the business in February.

Under the theme 'drive every drop', the commercial tells the story of an ordinary car journey as seen by the drops of fuel suspended within the engine cylinder.

Real drops of fuel were ignited and filmed to create the images.

Michael Russoff, one of the creatives on the project, said: 'We wanted to create a film that shows how the i-VTEC engine combusts every drop of fuel as fully as possible depending on the driving needs. So many fuel efficiency ads are worthy and dull.'

 
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