Dream Makers, the hero 90-second spot, is an amalgamation of four different short films, in four different genres, featuring four different Honda models. The dramatic scenes are not the finished product but rather include the CGI skeletons, storyboard sketches, grading annotations and printed scripts that go into the production of a movie.
The film aims to take viewers on a whistle-stop tour of the silver screen creative process, with the process being presented as an analogy of the ‘passion and relentless pursuit of excellence behind both great films and Honda vehicles’.
The Dream Makers creative harks back to Honda’s ‘The power of dreams’ strapline.
Shorter idents will run alongside all films shown across the Channel 4 portfolio over the next year. The campaign will also stand apart from the Film on 4 sponsorship, with a longer film set to be published online and beamed into cinemas.
Olivia Dunn, head of communications for Honda UK, said: “Our Channel 4 sponsorships have produced some brilliant work over the years, particularly the incredibly successful Hands back in 2013 for Documentaries on 4. Dream Makers promises to be yet another iconic Honda campaign, one which celebrates the similarities between the incredibly detailed process of film-making and that which Honda puts into making its products.”
Carlos Alija and Laura Sampedro, creative directors at Wieden+Kennedy London, added in a joint statement: “The best Honda ads often overcome some kind of challenge in the craft and the storytelling that reflects the ingenuity of the brand. There’s crazy technology involved in making a film or a Honda nowadays, but it’s ultimately the warmth of the human touch that makes them achieve excellence.”
Honda – The Dream Makers
This film marks the directorial debut of James Allen and Mike Skrgatic, owners and VFX supervisors at Time Based Arts.
The fast-paced spot takes viewers through the stages of film-making, from scripting to CGI and grading, and centres on four Honda models and characters. Each scene depicts a different movie genre, such as sci-fi or action.