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Honda “The Centaur” 2014

Honda “The Centaur” (2014) is a Honda commercial directed by Alexander Kalchev for DDB, produced by Crac. It won 5 awards, including Cannes Lions 2013 Film Silver, Epica 2013 Gold Direction & Cinematography and D&AD 2014 Graphite Pencil — Film Advertising Crafts / Cinematography for Film Advertising.

A dark, moody ad where a voiceover personifies fear as a monster, then declares himself a monster, and finally, hundreds of motocross riders race on a beach, leaving a message in the sand: "Leave your fears behind."

Video: Honda Motors on YouTube

Shot by shot

  1. A wide shot of a desolate, misty beach with dark sand and foamy waves under a cloudy, grey sky.© Honda0:00
  2. Several motocross riders on dirt bikes speed through a dusty, outdoor track under a cloudy sky.© Honda0:11
  3. A carousel horse, dark with a golden mane, is seen in a medium closeup, with blurred modern buildings in the background under a cloudy sky.© Honda0:16
  4. A flock of birds flies in a murmuration against a cloudy sky, with a rooftop and antenna visible in the foreground.© Honda0:28
  5. A wide shot of a desolate, snow-covered beach with dark, choppy waves under a grey, overcast sky.© Honda0:37
  6. A dirt biker in full gear jumps high into the air against a cloudy sky, then falls out of frame.© Honda0:44
  7. A motocross rider in red and white gear performs a wheelie on a dirt bike on a sandy beach under a cloudy sky, with spectators in the distance.© Honda0:52
  8. A first-person view from a motocross bike shows dirt and debris flying as other riders race on a sandy track under an overcast sky.© Honda0:56
  9. An aerial view shows a vast expanse of ocean with white waves crashing, and a distant city skyline under a cloudy sky.© Honda1:10
  10. A person in a dirty motocross helmet and goggles looks down, with a blurry beach and ocean in the background under a cloudy sky.© Honda1:16
  11. An aerial shot shows a large message written in the sand on a beach, with people walking around it and a small wave approaching.© Honda1:26
  12. An aerial shot shows hundreds of motocross riders lined up on a sandy beach, with a large message written in the sand next to them.© Honda1:32

Stills © Honda. Made by DDB, Crac and Alexander Kalchev.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Personifying fear as a monster, then overcoming it by becoming a monster yourself.

Tagline: “Leave your fears behind.”

personification of fearovercoming inner demonstransformation into a powerful beingepic racemessage in the sanddark and moody atmosphere

The cut

Length
110 s
Shots
55
Average shot
2.0 s

What creatives use Honda “The Centaur” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Honda “The Centaur”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A wide shot of a desolate, misty beach with dark sand and foamy waves under a cloudy, grey sky.© HondaSeveral motocross riders on dirt bikes speed through a dusty, outdoor track under a cloudy sky.© HondaA carousel horse, dark with a golden mane, is seen in a medium closeup, with blurred modern buildings in the background under a cloudy sky.© HondaA flock of birds flies in a murmuration against a cloudy sky, with a rooftop and antenna visible in the foreground.© Honda
    Frames from Honda “The Centaur”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Honda “The Centaur” in order, with its length, framing and what happens in it.

    A wide shot of a desolate, misty beach with dark sand and foamy waves under a cloudy, grey sky.© HondaSeveral motocross riders on dirt bikes speed through a dusty, outdoor track under a cloudy sky.© HondaA carousel horse, dark with a golden mane, is seen in a medium closeup, with blurred modern buildings in the background under a cloudy sky.© HondaA flock of birds flies in a murmuration against a cloudy sky, with a rooftop and antenna visible in the foreground.© HondaA wide shot of a desolate, snow-covered beach with dark, choppy waves under a grey, overcast sky.© HondaA dirt biker in full gear jumps high into the air against a cloudy sky, then falls out of frame.© Honda
    Length: 110 s · Shots: 55 · Average shot: 2.0 s

  3. 03Ad ideas: every spot built on a personification of fear

    Before you present an idea, you need to know who has done it, and how.

    Honda “The Centaur” is built on a personification of fear. Search the library by idea to see every spot that uses it.

    Face à l'inceste “Two Monsters in my Story”© Face à l'incesteBBC Sport “The Fearless Are Here”© BBC SportLa Mondiale “The Grey Hair”© La MondialePepsiCo “Doritos - No Ghosts”© PepsiCo
    Face à l'inceste · BBC Sport · La Mondiale · PepsiCo

More commercials by Alexander Kalchev

  • Unesco "The Next Normal" (2020) commercial still© UnescoUnesco “The Next Normal” 2020Dir. Alexander KalchevKinsale Sharks Bronze 2020
  • Maille "Memories" (2023) commercial still© MailleMaille “Memories” 2023Dir. Alexander Kalchev · BBDO

More from DDB

Award-winning auto commercials

Questions

Who directed the Honda “The Centaur” commercial?

Alexander Kalchev directed it, produced by Crac, for the agency DDB.

Which agency made Honda “The Centaur”?

DDB created it for Honda (2014).

What awards did Honda “The Centaur” win?

5 awards, including Cannes Lions 2013 Film Silver, Epica 2013 Gold Direction & Cinematography, Epica 2013 Silver Automotive & Accessories and D&AD 2014 Graphite Pencil — Film Advertising Crafts / Cinematography for Film Advertising.

What is the tagline of Honda “The Centaur”?

“Leave your fears behind.”

Sources for the credits and awards

dandad.orgThe WorkThe Workwinners.epica-awards.comwinners.epica-awards.com