Japanese 'Precision Walking' Inspires a Colorful, Beautifully Choreographed Honda Spot

Mcgarrybowen London and Director Kim Gehrig Harness a Cultural Phenomenon

By Alexandra Jardine. Published on Sep 03, 2015

Editor's Pick

Honda is launches its latest HR-V this weekend in the U.K. with a colorful, fabulously-choreographed spot from Mcgarrybowen London, inspired by the Japanese cultural phenomenon of "precision walking."

Director Kim Gehrig of Somesuch (who won plaudits earlier this year for Sport England's This Girl Can) helms the ad, which features 60 people performing an impressive precision walking routine wearing co-ordinated colors to 90's track "Incredible" by General Levy, with the car as centerpiece. The ad was filmed at London's Wembley Arena after six weeks of rehearsals.

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."

The spot, which ends with the line "Precisely. Pleasingly. Perfect," is on YouTube and will be running in cinemas and on TV in the U.K.. The campaign also incudes print, digital and online branded content.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Sep 03, 2015
mcgarrybowen London
Executive Creative Director:
Angus MacAdam
Executive Creative Director:
Paul Jordan
Creative Team:
Robin Temple
Creative Team:
Tom Woodington
Agency Producer:
Abbi Tarrant
Production Company:
Somesuch & Co
Kim Gehrig
Executive Producer:
Tim Nash
Lee Groombridge
Tom Lindsay
Edit Company:
Post Production:
Julie Evans
Bevis Jones
Mark Gethin
Audio Production:
Audio Production:
Soundtree London

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.