Honda Keep Up with Speed Reading
Honda has released “Keep Up”, an advertising campaign delivering elements of the company’s manifesto of improvement. The best things in life often happen outside our comfort zone. There’s always more we can do to push harder, go further, and to challenge ourselves beyond our perceived limits. A manifesto is delivered one word at a time, with the pace increasing throughout the film, intercut with glimpses of the new Honda fleet, which are all born from the company’s challenging spirit. At approximately 500 words per minute, the fast-paced message proves that everyone is capable of achieving more than they initially thought.
Viewers are challenged to push themselves even further online through shorter – and even faster – executions of the film, and in cinemas, custom film-themed ads will run in partnership with Pearl & Dean.
Honda believes that by pushing themselves, everyone can surpass their own perceived limits. This philosophy is the foundation behind the brand, and has been fundamental in the development of Honda’s new range of products and continuing innovations: Honda is committed to finding out what its products are capable of by continually pushing its vehicles and technology to the limit.
During 2015 Honda will launch several new products, each developed with this very spirit. Featured in the advert alongside ASIMO and Honda Jet are the new Honda Jazz, HR-V, Civic Type R and NSX, offering a glimpse into the exciting range of models set to join the marque’s fleet.
Rather than just telling the story of Honda’s pioneering spirit and commitment to progress, the campaign challenges viewers’ reading speed, allowing them to feel the joy of improvement for themselves. A manifesto is delivered one word at a time, with the pace increasing throughout the film, intercut with glimpses of the new Honda fleet, which are all born from the company’s challenging spirit.
Martin Moll, Honda Motor Europe Head of Marketing said “Since day one, Honda has been fuelled by a relentless desire for improvement and constant drive for innovation. This year is a special one, with the launch of several key new products. With this campaign, we wanted to bring this to life in a way that our consumers could really engage with, by experiencing the feeling for themselves.”
Olivia Dunn, Honda UK, Head of Marketing commented “Normal speech is on average 120 words per minute, viewers will need to read at speeds up to 1000 words per minute in our faster shorter online films, which is definitely going to be a challenge whilst at the same time being fun. These films echo the Honda ethos in all areas of business: challenging and pushing boundaries whilst being fun – the elements required to design and build the exciting new Honda product line-up for 2015.”
Scott Dungate, Creative Director at W+K London says “When you push and push yourself and reach a new level, it feels good. We wanted to give people that same feeling when they read our manifesto about Honda’s relentless improvement. So we challenged them to ‘keep up.’ “
The Honda Keep Up campaign was developed at W+K London by creative directors Scott Dungate and Graeme Douglas, creatives Bertie Scrase, Christen Brestrup and Cal Al-Jorani, executive creative directors Tony Davidson and Iain Tait, agency executive producer
Danielle Stewart, group account director Nick Owen, account director Alex Budenberg, account manager Maria Kofoed, head of planning Beth Bentley, planning director Martin Beverley, agency producer Jo Charlesworth.
Visual effects were produced at Analog by VFX supervisor Simon Reeves, Flame artist Fabio Zaveti, VFX producer Matilda Woulfe.