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Honda Civic's power of screams

Yesterday Wieden and Kennedy, London unleashed a new Honda ad on the world. In the 120 second ad a 60-person choir vocalises what it's like to drive a Honda.

super adgrunts see it here.

Kim Papworth, creative director at Wieden + Kennedy London explains the brief: "Honda’s new Civic is all about driving feeling. Music is all about feeling. So we thought having a choir "singing" driving could be amazingly powerful and emotional. The aim of the commercial was to find a way of expressing the human experience of driving - not just the big, fast, powerful sounds but also the more subtle sounds of driving - the sound of an electric window closing or a Biro rolling across the dashboard. The sort of moments that never get spoken about but that everyone feels."

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