Nice simple idea here from Wieden + Kennedy to introduce Honda’s new range of cars under the wider umbrella of the brand’s boundary-pushing approach. Keep Up begins as a spot that challenges the viewer to, well, keep up with text that runs across the screen – against a backdrop of a vast expanse of desert – culminating in the line “Get to better faster.” But rather than leave it at that, the idea is taken onto its logical next step, with viewers directed to a second spot where the text goes even quicker, and then to a third where the words positively shoot across the screen. What’s interesting is how your mind adapts and you are able to follow the sense of it even at breakneck speed, which is a neat way of encapsulating the brand message in a very human, individual way.
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