Honda Civic 50th Anniversary

SASSY was briefed to create a suite of AV and Photography assets to celebrate Honda Civic’s 50th Anniversary, coinciding with its switch to hybrid technology. Since 1972, the Honda Civic has enjoyed a reputation for being a phenomenal drive, and has built a loyal fan base, both old and new. We wanted to enhance this, firmly positioning the reincarnation of this amazing car as “The Driver’s Hybrid”. Civic has been a frontrunner in the Honda line-up since its inception, and as the latest model was to be the first hybrid-only in its class, we were dealing with something really special. When developing the creative, we wanted to combine the nostalgia of Civic’s 50 years in business with Honda’s new electrification vision and ‘The Electric Nostalgia Drive’ was born. Our hero film kicked off in the 1970s of Civic’s birth, with a spinning vinyl, an equally retro DJ and the very first-generation Honda Civic. Blending the classic with the new, our 1st generation vehicle quickly became the 11th as we introduced the new vehicle, under the cover of embargo in an incredible old underground tunnel in Manchester, now the home of a nightclub. Our DJ composed an original music track for us, blending from 70’s disco into electric trance, just as the two vehicles crossed over on screen. The DJ also appeared in the film, spinning our track live on set. The sheer energy of the music drove the visuals, building into a high-octane driving sequence through the underground tunnel, all lit by neon blue light, with constant cutaways to the modern-day DJ, driving his own decks on stage. The heightened sense of excitement and anticipation plunged viewers into the action and the spectacular lightshow. There’s so much power and energy in this one that you don’t realise you haven’t paused for breath until the final, jaw-dropping moments. This outcome shows that it’s incredible what you can achieve with a little innovation and out-of-the-box thinking, especially when challenged with creating a dynamic driving film - indoors. When it comes to creating measured impact, there really are no limits to the possibilities.