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What if a car was designed with such flexibility that you could fit anything inside it? That’s the premise behind 303’s latest ‘Imagination’ TV commercial for the Honda Jazz.
 
The commercial demonstrates the car’s interior space and versatility using the language of a familiar object – a child’s plastic block. More than a million multi-coloured Mega Blocks flow into and out of the car, transforming into a series of objects along the way – a giant dog chasing a ball, a sneaker-wearing octopus, a surfboard riding a tidal wave, a submarine, and more.

“We were absolutely knocked out by the concept 303 presented because it fits perfectly with the Honda culture of the Power of Dreams,” says Nick Harris, advertising manager, Honda Australia.

“It’s clever, it’s thought-provoking and it shows the versatility of the Honda Jazz in an exciting new way. It’s an innovative ad that demonstrates that we’re willing to try new things all the time, new ways of showcasing our product.”

The complex task of bringing ‘Imagination’ to life was entrusted to director Kris Moyes of Revolver Films. Known for his (award winning) direction of music videos for Wolfmother and Franz Ferdinand.

The production process for the TVC included a technical team that measured the interior of the Honda Jazz, calculating the total volume of the car to be equivalent to 1,469,333 Mega Bloks. Each object in the TVC was then designed using this full complement of blocks, and the TVC was stitched together from 366 still photographs taken over 12 hours.

Speaking of the work, 303 creative director Julian Watt said: “Honda’s Power of Dreams DNA provides a rich canvas for imagination and creativity. We just took that canvas and played a little. We promised none of the usual car ad stuff and we’re stoked with the result.”

Credits

303
Creative Director: Julian Watt
Art Director: Bryan Dennis
Copywriters: Gary du Toit and Deborah Frenkel
MD/Strategy: Jon McKie
Agency Producer: Lucy Trengrove
Business Director: Kelly Ryan
Business Manager: Sarah Low

Honda
Honda Australia Advertising Manager: Nick Harris
Honda Australia General Manager Marketing: Kevin Lillie
Honda Australia Marketing Coordinator: Romina D’Amico

External
Director: Kris Moyes
Production House: Revolver
Executive Producer: Michael Ritchie
Production House Producer: Georgina Wilson/Caroline Barry
Post Production: Animal Logic (Melanie Wickham/Jesse Bradstreet/Hayley McInerney
Music Production: Turning Studios
Recording Studios: Nylon Studios

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