David Reviews

 Biting the hand that feeds us since 2002.

Honda Civic
"Up"
90s
28 February 2017
UK Cars

Aim high and donít look down, says this stunningly-shot Honda Civic commercial, in which rock climber Imogen Horrocks decides to take the gnarly way up an imposing mountainside. After all, she didnít become a Team GB member by climbing ladders.

Evoking ĎMission: Impossible IIíís opening scene, Horrocks tackles great heights in searing heat. A safe landing went out the window a long time ago. Still, she isnít fazed. Every crevice and every foothold is expertly used... yet this is no ordinary mountain.

As the ad progresses, the Civicís design features manifest in the rock itself. One section becomes a passenger door handle, while a curved outcrop becomes a tail light. Itís cleverly realised - like a petrolheadís spin on Mount Rushmore.

This is an extremely assured commercial debut from Colonel Blimpís Pedro MartŪn Calero. He and DP Eric Gautier demonstrate a strong head for heights as Horrocks inches her way up, and a couple of the more vertiginous shots may get some viewers' stomachs doing somersaults.

The Civic may not come across as the most dynamic option at first glance, but the brand seems confident this is the ideal hatchback for the intrepid motorist. Still, best nip down to your local climbing centre first before trying the Horrocks method.

Fairtrade
"Don't Feed Exploitation"

Chris said:

Film it for real *or* do mockumentary. This isn't either and falls between two stools.


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Honda Civic
"Up"
90s
28 Feb 2017
Aim high and donít look down, says this stunningly-shot Honda Civic commercial, in which rock climber Imogen Horrocks decides to take the gnarly way up an imposing mountainside. After all, she didnít become a Team GB member by climbing ladders. Evoking ĎMission: Impossible IIíís opening scene, Horrocks tackles great heights in searing heat.

Honda Civic
"Made Mean"
30s
13 Jan 2017
This US Honda ad takes us beneath the spick and span factory floor to meet one mean-looking assembly line. Despite appearing like they could burst into a refrain of ďCrush! Kill! Destroy!Ē at any moment, these bots are only concerned with constructing the new Civic model. A well-animated shift from the car brandís usual output.

Honda Civic
"Chase It!"
60s
24 Jul 2016
'Bruce Almighty' springs to mind in this diverting Australian commercial for Honda. A field reporter dissatisfied with her gig covering the local dog show sees her chance for journalistic glory shoot across the sky and crash land nearby. After venturing into the smoky crater, she finds herself assuming the role of lead anchor while her former boss has to make do with the "poop scoop". Impressive visuals, though the ad doesn't quite provide the uplifiting finale it's aiming for.

Honda Civic
"One Direction"
30s
17 Nov 2015
Much as most adults will wonder incredulously what Honda is thinking of by engaging the services of One Direction for their new Civic, it's actually a pretty shrewd move. Not only do the offspring of parents in the market for a car have more influence on the purchasing decision than we care to admit, but current fans will be creating fond associations with the car in preparation for their own first motor.

Honda Civic
"Balanced"
30s
18 Jan 2013
A neat device is used to highlight the versatility of the advertised car. Why can't a single vehicle be both powerful and practical? Agile and efficient? And so on. The questions are posed by Garrison Keillor (or "that bloke off the Honday ads" as he's better known in this country) and rather artfully answered by a flipping technique. (That's a technique that flips... not a flipping technique.)

Honda Civic
"Better"
60s
9 Jan 2013
This ad comes in a 30-second version too, and isn't improved by the extra 50% here. As you'd expect from previous campaigns, it's slick and confident with an Apple-ish 'hungry to discover new things' attitude but we still don't learn anything about the new Civic they're so proud of except that it comes in three models.

Honda Civic
"Better Sedan"
30s
9 Jan 2013
Honda like people who are always looking for ways to improve things. That's because they think like Honda, apparently. So if you're one of those people, you'll like their "best Civic yet" which has been "made possible" by the aforementioned company. Hmm. As only Honda could make the best Honda Civic anyway, how much thought went into that line?

Honda Civic
"Spark"
60s
2 Feb 2012
This commercial is splendid until the car appears... but that can't be helped (Honda frequently manage to keep their cars out of their advertising but it isn't a trick they can use every single time). Garrison Keillor waxes lyrically about the origin of ideas as sparks fly across the screen.

Honda Civic
"Happy Honda Days Civic"
25s
23 Nov 2010


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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.