Honda is to launch a cinema advertising campaign in support of its new environmentally friendly Honda Insight.
The cinema ad, created by Wieden and Kennedy will appear on approximately 2,500 cinema screens across the country through an exclusive deal with cinema advertiser DCM. The £1.3m deal will build awareness of the new Insight model amongst its target upmarket audience, but also promote the car as an affordable and environmentally friendly mode of transport.
The 60 second ad, set to the music ‘This Little Light of Mine’ by Berend Dubbe, opens at night on what eventually becomes apparent is a huge car park of Insights in the desert. In time with the music, the ad creates visually stunning imagery by switching the cars headlights on and off.
The cinema campaign will also appear in arthouse cinemas that provide an excellent target audience fit as they tend to attract a more upmarket audience that are more likely to be concerned by the environmental issues currently being faced.
Films that the ad will appear alongside have also been picked for a natural audience fit including Angels & Demons and Looking for Eric.
Lenticular postcards will also be distributed in 200 sites for four weeks across the UK.
Jeremy Playle, Client Sales Director at DCM said of the campaign: “For car manufacturers to turn to cinema at such a critical time is testament to cinemas ability to communicate a complex concept such as hybrid in an engaging environment. We are thrilled that Honda has chosen to trust cinema to promote its Insight model”.