Honda takes trip down memory lane for Jazz

Titled 'Village green', the TVC - narrated by Tony Robinson, who played Baldrick in the British TV series Black Adder - draws heavily on popular children's franchises like Thomas the Tank Engine, Noddy and Bob the Builder, while using adult humour similar to Shrek and Finding Nemo.

The 60-second spot - which also includes a 30-second cutdown - opens with a group of cars parked beside a road chatting, when the Honda, named 'Jazz', drives past. One car comments on her appearance and build, sparking a bout of teasing and laughter from the other cars. Then a lorry drives into view, with the price of the Jazz displayed on its side, leaving the other cars open-mouthed at the value. According to FCB CD Scott Lambert, the spot educates viewers about the car's attributes, as well as sharing the brand's key messages.

"Most Australian ads (feature) pretty young girls looking at pretty young boys, accompanied by a cool little music track," said Lambert. "The style (of this ad) is fresh, fun and definitely unique in the car category. We have broken the mould by making the car the hero, and by giving the car a real personality." The spot was brought to life by Michael Cusack and Richard Chataway of Adelaide-based Anifex, who converted their studio into an English village, a process which took a team of 22 dedicated model makers more than four months.

According to John Pranger, marketing manager of Honda Australia, the campaign perfectly reflected the positioning of the new Honda Jazz. "We love the way the car's personality comes shining through. More than that though, it leaves a clear message about Jazz, a superior car yet surprisingly affordable."

Lambert added the FCB creative team had responded to the challenge laid down by Honda UK, which has been behind a number of award-winning commercials in recent years, such as 'Cog' and 'Grrr'. Although the spot was created for Australian audiences, Lambert said the work could also travel across the region. "I know that the client in Japan loves it, and all we need to do is change the voice over and the super on the truck to the correct language."

The integrated campaign is expected to run for at least one to two years, with media planning and buying handled by Optimedia. The spot follows a recent campaign for the Honda Civic from FCB Melbourne, which showed a 'finished' car driving through an unfinished landscape of houses, an approach aimed at playing up the superior finishing of the car.