Everything -- people, dogs, haircuts -- is square in this ad for the Honda Civic Coupe, except for the car itself. The really clever part is that this even extends to the format. When airing on TV and in pre-roll formats, the commercial will be confined into a square format, which will then expand into full frame as the curvaceous Civic Coupe arrives.
The ad is by RPA and was directed by Michael Spiccia of Arts & Sciences. The campaign also includes print executions that will illustrate that "Curves are Better."