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Grrr (advertisement)
''Grrr'' is a 2004 advertising campaign launched by Honda to promote its newly launched i-CTDi diesel engines in the United Kingdom. The campaign, which centred on a 90-second television and cinema advert, also comprised newspaper and magazine advertisements, radio commercials, free distributed merchandise, and an internet presence which included an online game, e-mail advertising, and an interactive website. The campaign was created and managed by the advertising agency Wieden+Kennedy (W+K). W+K were given a budget of £600,000 for production of the television commercial, a process which lasted six months.〔Ann Cooper, (Honda "Grrr" (interview with Michael Russoff) ), ''one.'', The One Club, 2005. Retrieved April 20, 2008.〕 The piece was directed by Adam Foulkes and Alan Smith, produced by London-based production company Nexus Productions, and featured American author Garrison Keillor singing the campaign's theme song. ''Grrr'' premiered on British cinema screens on September 24, 2004.
''Grrr'' was both a critical and financial success. It was the most-awarded campaign of 2005, sweeping awards ceremonies within the television and advertising industries, including the year's Cannes Lions International Advertising Festival, from which it took home the Film Grand Prix—considered the most prestigious honour in the advertising industry. The campaign proved popular with the British public, and Honda reported that its brand awareness figures more than doubled in the period following the campaign's debut. Overall sales of Honda products within the UK increased by more than 35%,〔Jones, G; "(Adland's most creative clients )", ''Campaign'', November 5, 2005. Retrieved December 28, 2007〕 and sales of diesel-engine Accords shot from 518 units in 2003 to 21,766 units in 2004.〔Caso, Frank; "Honda UK: ''Grrr'' Campaign"; ''Encyclopedia of Major Marketing Campaigns, Vol 2.'', Thomson Gale, pp.745—749. ISBN 978-0-7876-7356-7.〕 ''Adweek'' magazine picked the ad as the overall commercial of the decade in 2009.
==Sequence==
''Grrr'' opens with a shot of an animated landscape of grassy hills and blue lakes, with topiary bushes spelling out the word "Hate" in the background. Garrison Keiller, backed by a guitar, introduces the piece, stating "Here's a little song for anyone who's ever hated, in the key of ''Grrr''". As Keillor launches into the main portion of the commercial's song, a noisy and primitive-looking diesel engine flies into view. The inhabitants of the cartoon world negatively react to the engine's intrusion, with flowers coughing and closing up, a frog abandoning its lily leaf and chickens squawking. Keillor's singing is joined by a group whistling the tune as a further flock of flying diesel engines join the original and continue across the landscape, gradually being picked off by a variety of cartoon animals and by the landscape itself. A brief sequence of psychedelic patterns cuts in, espousing the piece's theme of "Hate something, change something", before the view returns to the destruction of the last remaining noisy diesel engine. The second half of the commercial begins, with a double line of flamingos introducing a new, quieter, diesel engine. Accompanied by a flight of songbirds, the shining engine floats above the scenery, the cartoon creatures below celebrating its arrival. The new engine finally flies over a flower display arranged as a logo and the words "Diesel i-CTDi", before cutting to a white background emblazoned with the Honda logo and the campaign's tagline, "The Power of Dreams".
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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