Honda’s Asimo Robot stars in ‘warm technology’ campaign
Honda’s new ‘warm technology’ advertising campaign breaks nationwide on Friday, 15 December. It highlights the company’s approach to advanced technology and supports the launch of the new CR-V, on sale in January. The campaign, developed by Wieden+Kennedy, opens with a 90-second TV advertisement featuring ASIMO, Honda’s advanced humanoid robot. ASIMO embodies the Honda attitude towards technology – warm, approachable, human, optimistic and always moving forward.
Head of Marketing at Honda (UK), Jeff Dodds, said: “We’re always looking to develop technology that is approachable and warm, and by that I mean innovations people can appreciate, engage with and relate to. ASIMO is a serious research project for Honda, but it also has the ability to put smiles on people’s faces and so embodies perfectly our ‘warm technology’ approach.”
Outdoor mega sites and large posters featuring ASIMO will complement the TV campaign, showing the progression of Honda’s 20 year robot programme from the first pair of legs with a computer attached, to today's humanoid ASIMO.
Further press and posters will incorporate the new model CR-V and highlight the advanced technology in the car: adaptive front lighting, collision mitigation braking, rear parking cameras displayed in the satellite navigation system.
Before the campaign breaks, five short films will be broadcast daily from www.honda.co.uk. The series of webcasts introduce ASIMO, and show how its warm approach has brought science and technology to a broad audience across the world.
From 15 December, a new website www.warmtechnology.co.uk goes live, which will feature a gallery space dedicated to Honda’s ‘more forwards please’ advancements. As well as ASIMO, the FCX hydrogen fuel cell car, new HondaJet plane and CR-V are presented as examples of Honda’s approach to alternative technology. The website has been developed by Midas Collective.
Source: Honda
