Steve corridor on November 7, 2014

 

 

To introduce the brand new Honda Civic kind R, a souped-up version of the automobile maker’s Civic hatchback, Wieden + Kennedy London created the opposite facet, a “double-sided” movie that tells two totally different stories about the identical man riding the the common Civic versus the sort R in two very different situations…at the comparable time. Get it? The agency filmed two separate videos, each telling the story of a man who is father by using day and undercover cop by using evening. both video play on the comparable time and the viewer can press and grasp the “R” button to seamlessly change between the 2 videos. in a single, we see the father picking his daughter up from faculty in his white Civic and take her to a surprise party. within the 2d video, we see dad as undercover cop infiltrating a crew of thieves on a police sting…while riding the all-new kind R. The video is perfect viewed proper here on YouTube. The “R” factor received’t work in an embed. but here’s a sample the place we’ve long past backward and forward for a small a part of it:

here’s some other side-with the aid of-side image, the place in a single model, you have youngsters speeding out of a storage heading to a birthday party, while in the other, police are speeding out to make arrests:

 

 Explaining the way, W+ok writes on its weblog, “We needed individuals to really feel Honda’s different aspect in addition to see it, so we dreamt up a method that brings collectively each narratives through a simple interaction. It’s a dramatic, heart-racing rush, an important tools shift between stories echoing the excessive octane rush of urgent the new kind R’s ‘R’ button to prompt ‘Race Mode’.” And therein lies the work’s beauty. The viewer will get to experience, nearly, what occurs, actually, when one drives the brand new kind R. Isn’t that where the brilliance of all advertising lies? Transporting the shopper in a method that allows them to actually experience the advantages of proudly owning the advertised product? Now, not that everyone leads a double lifestyles like our dad does on this story however therein lines the opposite brilliance of this work; permitting the viewer to position their imagination to work in a technique that squarely locations them in a situation the place they can say, “Yea, i will be able to see myself racing around in a in point of fact cool automobile at evening rounding up a bunch of criminals unbeknownst to my stunning, innocent daughter who i love and adore and revel in using to parties much more than I do catching criminals.” Wieden + Kennedy worked with Cannes-winning director Daniel Wolfe and A Prophet actor Jean-Phillipe Ricci. The work was once launched at a press adventure October 29 in an artwork gallery house at which press and influencers have been invited to at the start view the work.

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