With the relaunch of the Accord, Honda is targeting the premium car market and competing with brands such as BMW. The ad, entitled 'Cog' and created by Wieden & Kennedy, will break on Sunday April 6, taking up an entire ad break during the race. It features the 85 parts of the Accord knocking each other over in a domino effect and uses the endline 'Isn't it nice when things just work'.
Shorter versions of the ad will comprise sequences from the full ad.
The DVD includes the full version, a making-of-the-film, virtual tours of the Accord Tourer and Saloon and the original music video of Rapper's Delight by The Sugarhill Gang, the soundtrack to the ad. Copies will be distributed with The Guardian and Honda dealers.
Honda is negotiating with further publications including Jack, Esquire and Top Gear to carry the DVD. In total, about 1.5 million copies will be distributed.
Media has been bought by Starcom Motive and planned by Naked.
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