Honda Packs A Big Personality Into A Small Car

Pablo introduces ‘Small Car, Big Fun’ for the UK launch of the Super-N; Honda’s new, compact, city EV. This work follows the recent launch of ‘Your Dreams Engineered’ and marks the agency’s first product launch for Honda under the new creative platform.

For most people, especially those living in cities, driving has become a monotony. That’s why Honda have engineered fun and personality into the new Super-N. Not only does the vehicle look playful with its compact kei-car styling, but it has a ‘BOOST’ button for a hit of dopamine, F1-style paddle gears and a Bose subwoofer as standard to make everyday driving more joyful and engaging.

The TVC introduces what appears to be a fullsize Super-N, but is quickly revealed to be a FUNsize replica of the vehicle. This perfect miniature takes off and winds through the city on a purple track, through an obstacle course of locations and activities the Super-N’s audience love, all to the beat of an energising UK Garage soundtrack. Shot by Dan French, through Stink UK, the film was created using practical miniatures of the car as well as CGI.

The fully integrated campaign also includes VOD, Social, high impact OOH, station takeovers and experiential. In the coming weeks, the public will have a chance to sit in the car in a giant 1:17 scale toybox activation, created by CThree Creative.

The campaign was created by Pablo’s Chris Bovill & John Allison, Victoria Daltrey & Will Bingham and Bex Conyngham-Hynes & Dan Scott.

Creative Group Heads, Victoria Daltrey and Will Bingham, said: “It’s not every day you get to launch a small car with so much personality and this much purple. We went big on both.”

Head of European Automotive Communications, Olivia Dunn, said: “Super-N is for people who dream of a car with as much personality as they have – joyful, vibrant and anything but ordinary. I’m delighted to launch a campaign that feels every bit as fun. It’s what we love to do best: engineering brilliantly different cars that realise people’s dreams, and creating brilliantly different advertising to bring them to life.”

Credits

CLIENT

Head of European Automotive Communications: Olivia Dunn

Marketing & Media Communications Department Manager: Fabrice Estève European Communications Section Manager: Jonathan Allee

Paid & Social Media – Section Manager: Louise McMahon

Advertising Section Manager: Joanne (Joe) Gurney

Content & Retailer Marketing Specialist (Automobile): Chloe Harman

European Communications Executive: Phoebe Norris

AGENCY

Creative Agency: Pablo @pablolondoncreative

Chief Creative Officer: Dan Watts

Creative Partners: John Allison, Chris Bovill

Creative Group Heads: Will Bingham, Victoria Daltrey

Creatives: Dan Scott & Bex Conyngham-Hynes

Producer: Tristan Yves Baker

Creative Producer: Demi Osman

Director of Operations: Ben Mascari

Studio Manager: Natalia Khassine

Group Managing Partner: Heather Cuss

Account Director: Mike Roberts

Account Manager: Rosie Mullins

Chief Strategy Officer: Mark Sng

Planning Director: Summer Taylor

Junior Planner: Liam Brazier

Design Directors: Rodrigo Castellari, Mark Harrison

Designer: Harry Richards

Motion Graphics Designer: Ed Christie

Senior Creative Artworker: Viren Patel

Creative Artworker: Steve Savoury

PRODUCTION COMPANY

Production Company: Stink UK @stinkfilms

Stink President / Executive Producer: Daniel Bergmann @danielstinkco Director: Dan French @danthomasfrench

Deputy MD/Executive Producer: Kate Sharpe @kiki_inlondon Producer: Andrew Rawson @andrew.rawson

SERVICE PRODUCTION COMPANY

Service Production Co: Tuna + Icon @tuna_fish_tuna_icon Local Producer: Luka Mrvos @lukamrvos

Local Line Producer: Uros Lazic

Local PM: Katarina Zivkovic @ktja_van

Location Manager: Marko Kosic @kosiicm

Unit Manager: Oliver Rnjak @oliverrnjak

1st AD: James Dyer @jamesdyer1stad

Cast Coordinator: Olivera Vujic @venusdelbarrio

Director of Photography: Octavio Arias @oztavio

Focus Puller: Mihailo Miha Dobrić @takeone_miha

2nd AC: Milan Colovic @milanm2x

RC Camera car operator: Filip Petronijevic @filip.petronijevic

Key Grip: Ivan Lekovic @lekovicivan

Gaffer: Dragan Sapic @sapalights_rental

Production Designer: Damjan Paranosic @damjan_je

Props Master: Mile Milasinovic @lemilica_88

Costume Designer: Suna Kažić @s_una

HMU Artist: Ana Acimovic

Casting director: Dusan Miceta @rashtancasting

SFX Supervisor: Zamal M'Barek

EDITING

Edit company: Stitch Editing @stitchediting

Editor: Jack Singer @hijacksinger

Edit Producer: Angela Hart @angelajhart

Assistant Editor: Laura Reyes @lauraedits.co

POST-PRODUCTION

Post Company: Black Kite Studios @blackkitestudios

Colourist: Thomas Mangham @thomasmangham

VFX Supervisors: Sacha Danjou, James Belch, Andrew Bartholomew VFX Executive Producer: Chris Allen

VFX Senior Producer: Hannah Jarrold @hannahjarrold

VFX Artists:

Alfie Gunter, Antonin Flachat-Berne, Darren MacPherson, Guy Lubin, James Bown, James Hansell, Jamie Lancaster, Laurence Lavoie, Ludvig Hallenius , Matt Shires, Martin Villert

SOUND

Sound Design: 750 @750_mph

Sound Engineer: Mike Bovill

Sound Producer: Carla Thomas, Cec Atkinson

MUSIC

Music House: THE HOGAN

Music Supervisor: Isa Rehman

PARTNER AGENCIES

CThree Creative - Experiential & Activation

OLIVER - CGI Development