To advertise its new hybrid car, the Insight, Honda commissioned advertising agency Wieden + Kennedy to create an ad campaign centering on the belief that everyone “wants to be good.” For this first spot, “Shine,” Weiden + Kennedy’s Amsterdam created a grid of Hondas and used their headlights as pixels to create a sort of giant LED screen. By turning the lights on and off, they created an animation that speaks to what Honda believes is our inherent desire to be good.

The spot is incredibly cheery and positive and will probably last longer in the minds of the public than the car itself.  However, driving all those cars into their proper positions in a field doesn’t really speak “environmentally friendly” to me.  Still, it’s quite and inspired piece.  Here’s a look at how they pulled it off.