MELBOURNE - The Bold New Honda Civic represents one of the most significant and ambitious new model developments ever for Honda Australia. It sets a new benchmark for the small car segment, leading in everything from design, to driving performance and fuel efficiency.
Bringing to life Honda’s ‘Power of Dreams,’ Leo Burnett Melbourne has created a campaign for the new Honda Civic that shows that anything is possible when you’re bold enough to chase your dreams.
Honda Australia GM of Customer and Communications, Scott McGregor said: “The Bold New Honda Civic is ready to shake up the small car segment. ‘Chase It’ is the third execution in Honda’s strategy to engage and entertain our customers, and follows on from highly successful campaigns for HR-V and CR-V. The Honda R&D team chased their dream to create the boldest Honda Civic ever, and we think there’s a strong parallel between this and the dreams that our customers chase every day.”
The campaign features a launch film directed by Goodoil’s Nathan Price. It tells the story of a determined reporter who has ambitions beyond the small-time dog show story she is covering. When opportunity strikes in the form of a meteor hurtling towards the earth, she chases after it in the Bold New Honda Civic to realise her dream. Backed by the iconic song ‘Dreamer’, the action-packed spot features everything from a bumbling news crew, to a fallen forest and an unexpected crater. All visual effects were completed by Alt.vfx.
The launch film is part of an integrated campaign that includes cinema, outdoor, online, radio, social, and dealer communications.
Leo Burnett Melbourne Chief Creative Officer, Jason Williams said: “The ‘Power of Dreams’ is behind everything at Honda. This campaign aims to inspire current Honda drivers, and Honda drivers of the future.”