‘Avatar’ movie release to showcase Honda engine innovation

Honda UK has snapped up the advertising spot before the premiere of James Cameron’s new movie, ‘Avatar’, to promote its latest work.

The new 60-inch film, created by Wieden + Kennedy London, aims to showcase the breadth of Honda’s engineering experience; from ATVs, to marine engines, motorcycles, and the humanoid robot, ASIMO.

‘Everything’ attempts to highlight how Honda has distilled that varied knowledge and expertise into the cars it makes today – with the focus on the popular British-built Civic model.

Created by Chris Groom and Sam Heath, ‘Everything’ will debut on UK TV on 18 January, running for a period of six weeks. The film will also play out during screenings of Avatar for six weeks from Thursday, 17 December, 2009.

The film 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 sound designer, BAFTA award-wining Martin Hernandez has worked on films including Babel, Pan’s Labyrinth and 21 Grams.

“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,” said Manager of Customer Communications at Honda (UK), Ian Armstrong.

“Every product with a Honda badge carries that engineering DNA – not least the hugely popular British-built Civic.”

Source (with the commercial);
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