join the honda choir

Honda U.K.'s latest sensational TV commercial features a 60-person choir singing about the experience of driving the new Civic.

No, they don't sing a song expressing the virtues of the top-selling compact car, but instead vocalize all the sounds a driver hears emanating from the car and the road beneath the wheels during a drive...

The commercial, produced by London-based Wieden and Kennedy, begins with the choir standing in a multi-storey parking lot, looking as though they are about to sing a serious piece.

But the scene switches swiftly to the Euro-styled Civic's Engine Start button and the choir begins its performance. Every sound made represents one the car makes, everything from driving over gravel, the windshield demisting on a frosty morning, a CD being inserted and played to the rush of wind felt by a pet dog with its head stuck out of a rear passenger window. The visuals flit back and forth from the choir performing -- their facial expressions are a treat -- to the driving experiences they are replicating in sound.

(Read rest of "Selling Civic a 60-person job in U.K." - The Province)

View commercial and rehearsals.

Very cool!

Tags: Honda Civic, commercials, choir, advertising