Our first TV work for Honda Asia broke this past weekend during the Monaco Grand Prix. It was the result of a collaboration between our Tokyo and London offices. Michael Russoff and Caroline Pay from London were the creative team.
The spot, directed by Jake Scott, dramatizes Honda’s i-VTEC engine technology and Honda’s belief that the joy of driving shouldn’t be compromised when cars use less fuel. The opening scene shows a single drop of fuel suspended within an engine cylinder. A series of drops combust within the cylinder, which are revealed to be propelling a car forward via unique and abstract footage of a journey. Real drops of fuel were ignited and filmed to create the combustion images.
The “Drive Every Drop” campaign also includes print, OOH, dealer materials and interactive.
The drive every drop website invites visitors to join a road trip across Asia in a Honda powered by the i-VTEC engine. Participants will be able to ‘sponsor’ the road trip by defining the route, choosing the driver and car, and adding drops of fuel along the way.
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