Honda launched an original advertising campaign illustrating the brand’s history of innovation that led to this crossover that gets everything right.
In sync with the launch of the all-new 2016 HR-V Crossover, Honda is launching an original advertising campaign illustrating the brand’s history of innovation that led to this crossover that gets everything right.
The campaign, created by RPA, is made up of two distinctive TV spots, “Give and Take” and “Great Thinking Inside”.
“Give and Take” takes a lighthearted approach to depict a literal molding of people’s faces, stretching and pulling ears, chins and foreheads to express the truth that it’s difficult to get everything just the way you want it. The HR-V Crossover has found that no-compromise sweet spot where everything is perfect.
“Great Thinking Inside” appeals to Honda enthusiasts’ sense of nostalgia. With the Honda Prelude, del Sol, Element and others set in Russian-nested-doll fashion, the advertisement shows how one good idea leads to another, and how Honda’s continuous building on past successes have arrived at its latest iconic car, the HR-V Crossover. Sammy Davis Jr.’s “Gonna Build a Mountain” provides a classic, memorable soundtrack.
Jeff Conrad, senior vice president and general manager of the Honda Automobile Division of American Honda Motor Co., Inc., said;
The versatility, sleek design and advanced technology of the all-new HR-V Crossover provides a multi-dimensional element that will appeal to a variety of people. The vehicles in ‘Great Thinking Inside’ are iconic Honda models that demonstrate our evolution of thinking, while ‘Give and Take’ illustrates our dedication to innovations, and we’re proud to continue this track record with the all-new HR-V.
Simple, eye-catching print work conveys the idea that big isn’t the only way to versatility.
Print insertions will be seen in Road & Track, Autoweek, MotorTrend and more and will be in the form of magazine fold-ins.
Unfolded, the car stretches out to show a bigger vehicle. Folded in, the ad depicts the HR-V Crossover and all the cargo items it can transport.
The campaign will incorporate a wide mix of media, kicking off with home-page takeovers on Yahoo! and YouTube, along with a presence in network primetime, cable and a variety of sports. Digital support will be featured across various partners, helping to bring to life unique interactive experiences.
Notable digital efforts include: sponsoring the brand new Amazon 3D printing store that features a sweepstakes to give users a chance to win an actual 3D printer, collaborating with Thrillist on a Culinary Road Trip event, sponsoring the National Geographic Wanderlust Instagram contest with a chance to win a Nat Geo Yosemite Expedition and custom videos and a personalized interactive post on Buzzfeed.