Honda mocks competitors as toys in campaign in India from Dentsu One

A new Honda ad from Dentsu One in India has mocked competitors as toys as the brand looks to appeal to drivers not swayed by “superficial pomp”.

The campaign for the Honda City has been targeted at “younger, progressive and assertive Indians”, according to Dentsu, with a 40-second TV ad showing an apparent high-flying executive gazing down from his office to the streets below.

A voice over suggests “they all want to be you”.

The campaign carries the slogan ‘Forget the Toys’ and includes TV, nationwide out of home and digital.

The agency said it found during research that sedan intenders “aren’t swayed by mere style and glamour”.

Dentsu One national creative director Titus Upputuru said: “I was standing in my office by the window when this idea struck me. When you look at the world below, you see that everything is so tiny.

“The ad then sort of wrote by itself. It’s a bold stance and we thought it’s time the brand had a clear perspective on the world around.”


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