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The most expensive car ever advertised is the star of a new pounds 5

million TV and poster campaign for Honda by CDP.

The pounds 856,000 solar-powered vehicle makes its advertising debut in

work which emphasises that the advanced technology behind the car drives

the whole Honda range.

The TV campaign, which launches on Friday, is Honda’s first UK work to

concentrate on the general corporate image rather than individual

marques.

It follows CDP’s first image work for Honda Europe earlier this year.

The UK campaign opens with a 40-second commercial, called ’sunseeker’,

depicting the car in action on desert roads. It is impossible to determine

what the mirrored vehicle is until it comes to a halt and a man gets

out.

As he runs his hand along the bonnet, the voiceover reveals the car has

just won the annual Darwin to Adelaide race for solar-powered

vehicles.

It adds that, although it is rather expensive, with no room for the kids,

the car is likely to be a forerunner of the kind of vehicle the children

will drive when they are older.

The ad was written by Loz Simpson, art directed by Rob Kitchen and

directed by Will Van der Vlugt from Will Van der Vlugt Productions.

A 48- and 96-sheet poster campaign, which broke this week, also features

the prototype, alongside a new Honda Prelude, with the line: ’It’s

official. Honda build the best cars under the sun.’ It was also created by

Simpson and Kitchen. Media for Honda is channelled through CDP Media.

Johnny Hornby, the director in charge of Honda at CDP, said: ’This

campaign takes the UK work in the same brand direction that we began in

the European campaign. It is intended to consolidate Honda’s reputation as

an innovative, customer-focused car company.