2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The advert spotlights a blue 2020 Honda Civic in the style of several car commercials out there, including zoomed-in visual treats to showcase the details of the vehicle. But there is a twist, which is revealed by the text layered on the video stating, “This might be the first car commercial to be written, directed, edited and watched entirely from home.” Soon, viewers can notice the carpet, kitchen floors, and B-rolls of a home’s interior as the fully-scaled miniature toy car races across the living space. The advert finally ends with a finger closing the car door and a message reading, “Until we drive again,” along with the hashtag “#StayHome” to spark optimism amid the virus crisis.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Situation: Following the nationwide lockdown in March 2020, the activity of many brands had significantly changed. Whether global or local, the domino effect was felt across all brands. One sector that got affected the most was automotive. Brands started investing less on traditional advertising, while some went completely dark. Brands had to adapt the way they advertised to their consumers. Brief: The world was in lockdown and solutions had to be found to still advertise, be relevant and spend as little as possible. It was important to stay on top of the consumer’s mind. Buying a car was the last thing they would be interested it. How can we take the situations we all were in and creatively turn this around and create a commercial when it’s not possible to go outside due to the lockdown?