Jan 20, 2023
Precision walking in Japan
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Precision walking in Japan
precision walking.
So, apparently Competitive Precision Formation Walking is a thing. I guess it goes to show that you can practice anything and make it into some kind of art. The annotations are annoying and should be ignored. Turn them off and watch this one play out in full.
"HONDA STEPPING" BY MCGARRYBOWEN, London Agency | DIRECTOR:Kim Gehrig | FILM PRODUCTION: Somesuch
MUSIC:"Incredible" by M-Beat feat. General Levy
@Somesuchandco @mcgarrybowen @GeneralLevy
Ads I Love
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All great ads must do two things; they must be stand alone enjoyable, and they must communicate what they intend to. A beautiful piece of film is useless if the message the company wants for their product is not clear. This ad links the two beautifully, with wonderful choreography and musical choices and the product and ideals front and centre. The top moment of the video (the jacket choreography) even showcases the product name and it’s easy to see how they want people to see the car; modern spacious, and made with precision. Nothing less than you’d expect from the director of the award winning ‘This Girl Can’, Kim Gehrig.
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The tagline, ‘Precisely, Pleasingly, Perfect’ makes almost no impact, and seems like completely the wrong tone, like it’s been copied straight out of a Roald Dahl book. Even Pleasingly Perfect Precision would be better.
Japanese 'Precision Walking' Inspires a Colorful, Beautifully Choreographed Honda Spot
Creativity:
Precision walking, or "Shuudan Koudou," is huge in Japan, with people taking part in competitions every year. According to Paul Jordan, ECD at Mcgarrybowen London, in a statement, Honda wanted to demonstrate the engineering precision of the HR-V and emphasize how it is in "rigorous step with people's lives." "The work we've created is all about things that are perfectly arranged and how they makes us feel."
In a world filled with CGI, it is a sheer delight to see something that’s choreographed. These walkers practiced for 6 weeks to get the moves right. 6 weeks! That’s longer than most agencies have to concept and shoot a spot. The investment is worth it, making Honda the ultimate human machine.
Japanese Precision Walking