W&K takes child's view for Honda.(Wieden & Kennedy )(Brief Article)

Wieden & Kennedy is asking consumers to see the Honda Civic through the eyes of a child in its new TV and press campaign for the marque.

The 30-second TV spot breaks on 5 July and illustrates how great life would be if humans looked at things differently and as though they were seeing them for the first time, like children.

Planned and bought by Mediahead, formerly known as CDP Media, the campaign builds on W&K's first branding work for Honda, which was relaunched earlier this year and confronted preconceptions about Honda by talking not only about the things it makes, but also its approach to making them.

The Civic ad shows a group of children inspecting large coloured objects, exploring the shapes and textures. To a voiceover provided by Garrison Keillor, the US writer and comedian who voices Honda's branding campaign, it becomes clear that the objects are replica car parts and fit together to form a Honda Civic.

Kim Papworth, the W&K creative director, said: 'The ...