Audio & Radio > Craft
DENTSU, Tokyo / HONDA / 2014
Overview
Credits
BriefExplanation
Internavi is Honda’s car navigation system that designs driving experiences with the power of driving data collected from vehicles. Its roots go back to the 1980s when Honda introduced telemetry system to F1 and stormed the world. Our mission was to tell the possibilities of this technology.
We re-enacted world’s fastest lap set by Senna while qualifying for 1989 F1 Japanese GP. Every aspect of his driving data was digitally restored/analyzed. The engine sound you hear was re-created by combining data collected in 1989 with engine tones of McLaren Honda MP4/5 recorded today.
For more details, http://as1989.com/radio/
The engine sound in this radio ad was re-generated by matching engine tones recorded under different frequencies today to Ayrton Senna’s driving data collected in 1989. Then it was especially tuned so that it would sound just as it did that day if you were standing on the main stand of Suzuka circuit. This was a brand new challenge to resurrect peoples’ emotions hidden in their memories with the power of data from the past and the latest technology. We focused on sound, which is linked directly to memories and used radio as a medium that would best bring back for the very first time the lap together with the listener’s emotions from 24 years ago.
ScriptInEnglish
ORGAN MUSIC FADES INTO SFX
SFX: F1 RACING CAR AROUND TRACK
MVO: This sound is the engine sound of the world’s fastest lap set by Ayrton Senna during the 1989 Formula 1 Japanese Grand Prix Qualifying. However, the sound you hear was not recorded. It was re-created in detail using Senna’s driving data collected at the time.
PAUSE
MVO: In the 1980’s Honda introduced its “Telemetry system” to Formula 1: A technology that collects and analyses accelerator and engine data. With it, Honda stormed the world. And it was this very technology that has once supported Ayrton Senna.
PAUSE
MVO: Senna’s driving data collected in 1989, combined with various engine tones collected today from the same Formula 1 machine, brings back 1 minute 38.041 seconds from 24 years ago.
PAUSE
MVO: Right about now, Senna is heading down the west stretch. Now, let’s once again listen to Senna as he returns to us at the main straight at full throttle, just as he did that day.
SFX: F1 RACING CAR UP THE MAIN STRAIGHT
MVO: Technology that has once supported Senna, now for your perfect driving experience. Driving with the power of data. Internavi Honda.
ScriptInOriginalLanguage
ORGAN MUSIC FADES INTO SFX
SFX: F1 RACING CAR AROUND TRACK
MVO: KONO OTO HA,1989 NENN F1NIHONN Grand Prix NO YOSENN DE
Ayrton Senna GA JURITSU SHITA SEKAI SAISOKU lap NO engine ONN DA.
TADASHI, KOREHA ROKUONN SARETA MONODE HA NAI.
TOUJI NO SOUKOU data WO RIYOU SHITE CHUUJITSU NI SAIGENN SARETA. Sound DA
AKUSERU YA engine NO UGOKI WO KIROKU SHITE KAISEKI SURU
“telemetry-system”.
1980 NENNDAI, Honda HA KONO GIJUTSU WO F1 NI DOUNYUU SHI
SEKAI WO SEKKENN SHITA.
Ayrton Senna NO HASHIRI MO MATA,
SONNNA technology NI SASAE RARETEITA.
1989 NENN NO YOSENN DE KEISOKU SARETA Senna NO SOUKOU data.
GENNZONN SURU TOUJI NO F1 machine KARA
SAMAZAMA NA HOUHOU DE ROKUONN SHITA engine NO HIBIKI.
SORERA WO KASANE AWASERU KOTO DE
24 NENN MAE NO 1 FUNN 38 BYOU 041 GA YOMIGAETTA.
CHOUDO IMA, Senna HA NISHI SUTORE-TO WO NUKETA TOKORO DA.
MEINNSUTORE-TO DE MATSU BOKU TACHI NO MAE NI,
throttle ZENNKAI DE MODOTTEKITA ANO HINO Senna NO HASHIRI NI,
MOU ICHIDO MIMI WO SUMASETE MIYOU.
SFX: F1 RACING CAR UP THE MAIN STRAIGHT)
MVO: ANO HI, Senna NO HASHIRI WO SASAETE ITA GIJUTSU WO,
IMA, SUBETE NO driver NO TAME NI.
SOUKOU data DE drive WO design SURU. Internavi Honda.
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