To launch the all new Accord, RPA and Honda decide to focus on the things that make its drivers human. The campaign features a series of striking print ads shot by Tony D'Orio and Toshi Oku featuring "difficulties" of the human condition by a bee ,and hair that has definitely benefited from that volumizing shampoo , among other things.
Those are juxtaposed alongside the feature of the new car that can address it -- blind spot display, or lane departure warning, for example. The point being, that the new Accord is made for real people's problems, thus the campaign tag "It Starts With You."
"We didn't want to show a commercial-perfect representation of life. Our characters have flaws," said Jason Sperling, senior vice president and group creative director at RPA, in a statement.
The campaign also includes Honda's first 90-second spot and a 30 second commercial, both directed by Stacy Wall at Imperial Woodpecker. The films follow a similar tack as the print effort, acknowledging the fallibility of its customers.