W&K unveils first work in Honda's rebranding.(Wieden and Kennedy)(Brief Article)

Honda UK has unveiled a 10 million [pounds sterling] branding drive that includes a launch campaign for the Jazz, which marks its entry into the supermini sector.

The rebranding is designed to confront preconceptions about Honda by talking not only about the things that Honda makes, but its approach to making them. The ads incorporate everything from cars to lawnmowers to robots.

The work is the first from Wieden & Kennedy London since it won the 24 million [pounds sterling] account last year from CDP.

Amy Smith, the managing director of W&K, said: "Honda has an unparalleled heritage and extraordinary vision. In expressing this, we've created advertising that's radically different from anything else in this category. For the first time, people will get to see what Honda's really about."

Chris Brown, the customer communications manager at Honda, added: "Honda has yet to achieve its potential in the UK -- we needed W&K to give us a voice and a face and that's exactly what it has done."

Honda's marketing strategy means that it has decided to run three campaigns simultaneously that break on 5 April.

The first -- an animated 60-second launch spot -- aims to communicate Honda's company philosophy and attitude and explains the meaning behind its new strapline: "The Power of Dreams." This is supported by a press campaign featuring 12 different executions in the national, ...