Motor Trader The award-winning and longest running UK magazine for car retailing professionals. Your first stop for News, Jobs and Reports for the motor industry.
Honda is promoting its environmental credentials on TV and in a national paper over the weekend using a version of a video originally shown in dealerships.
The two minute, 10 second advertisement will run on Channel 4 this weekend during the premiere of Al Gore’s environmental documentary, An Inconvenient Truth.
The advertisement called Do’er was originally developed and shown in dealer showrooms but has been tailored for the small screen.
Its aim is to get more consumers to be “do gooders” when it comes to the environment. The ad is planned to only run once in the UK.
Honda is also taking all the advertising space in the first 11 pages in Saturday’s Guardian with a print version of the advertisement. A range of different advertisement formats will be used.
The Do’er animation and press campaign highlight what Honda does to remain environmentally friendly and also encourages consumers to be green.
Honda will also debut its latest TV ad ‘Let it Shine’ on April 14 to support the launch of its new hybrid, Insight.
The 60-second advertisement has been created by Wieden+Kennedy Amsterdam for use across Europe, Middle East, Africa and Russia.
It is the first in a series of European-wide adverts aimed at communicating Honda’s environmental credentials.
The voiceover is provided by Garrison Keeler in the UK edit. The European debut of ‘Let it Shine’ took place on March 26 in Belgium.
The campaign extends Honda UK’s strategy of making the environment a core brand pillar – a direction that began with the Civic IMA ‘Sense’ ad in 2003, and continued recently with ‘Problem Playground’ in 2008.