Honda UK Backs 'Homemade' Cars with New TV Advertising Campaign

SLOUGH, UNITED KINGDOM – January 18, 2010: Honda UK is backing its British-built cars by making the Civic the star of its latest advertisement ‘Everything’ which hits UK TV screens on Monday, 18 January.

The new 60-second film, created by Wieden + Kennedy London, showcases the breadth of Honda’s engineering experience; from ATVs, to marine engines, motorcycles, and the humanoid robot, ASIMO. ‘Everything’ highlights how Honda has distilled that varied knowledge and expertise into the cars it makes today – with the focus on the popular Swindon-built Civic model.

‘Everything’ debuts on UK TV on 18 January, running for a period of six weeks. The film has already been playing out in cinemas during screenings of the James Cameron blockbuster ‘Avatar’ over recent weeks.

Ian Armstrong, Manager of Customer Communications at Honda (UK) comments: “Decades of engineering innovation make Honda what it is today. As a result we are able to apply our know-how to constantly evolve the huge range of products we sell today and might sell in the future. Every product with a Honda badge carries that engineering DNA – giving us an opportunity here to both celebrate that engineering expertise and back the hugely popular British-built Civic.”

‘Everything’ was shot over five days; on a high security Spanish test track, on water, and in Honda’s UK training facility – the Honda Institute. There are 972 edits over 17 video layers – making each section essentially an edit in itself. The soundtrack is ‘Atlas’, by The Battles, which has been rearranged to fit to the picture and reflect the style of editing used for the advert.

The Civic is produced at Honda’s UK manufacturing plant in Swindon, Wiltshire, from where it is exported to 60 countries across Europe. The plant also manufactures the compact SUV, the CR-V, and recently began producing the Jazz supermini for Europe.