LONDON -- A new TV commercial by Honda of the U.K. Manufacturing uses colorful geometric shapes to launch the FR-V minivan.
In the "Together" spot, characters named Marcia, Tom and baby Lola are each represented by a brightly colored circle. The family dog, Syd, is a brown rectangle. The FR-V is a blue rectangle until the last shot.
To music from "Swan Lake," Garrison Keillor tells how Tom and Marcia met, fell in love, produced Lola and enjoy family outings in their FR-V. Wieden & Kennedy of London created the commercial.
"We recommended something fresh and different that challenges the category, but for sound strategic reasons, not as an indulgence," says Neil Christie, Wieden and Kennedy managing director. "The FR-V campaign may not linger over shots of metal, but the story is absolutely about the product benefits of the car."
Since the agency won the account nearly 2½ years ago, Honda's sales in the United Kingdom have grown 28 percent.
The FR-V campaign is aimed at families and especially young mothers. The campaign includes interactive TV, print and point-of-sale ads and promotional literature.
Honda has produced a CD of family singalong songs to express the "Together" theme.