These Honda Fit Ads Disappear Into the Back of the Car
Optical Tricks Plug the Car as Small But Roomy
Editor's Pick
Honda, which is fond of using visual razzle-dazzle in its ads, is unleashing some new optical tricks as it seeks to inject new life into its subcompact Fit.
The campaign for the 2018 model comes as small-car sales continue to slump. Honda is trying to spark new interest with a range of content across multiple platforms that it bills as its "most robust multicultural, mobile and social-driven campaign to date."
The campaign plugs the car as a small but roomy vehicle for entry-level buyers. One video by RPA, seen here, begins with a typical backyard scene. Then suddenly the entire ad set gets packed into the back of the Fit.
Another spot, geared for Hulu, shows the video player's buttons being tossed into the back of the car. Video ads for Snapchat and Instagram stories show emojis and other visual elements native to the apps being tossed into a Fit. This weekend, Honda runs geo-targeted Snapchat filters targeting people celebrating Labor Day weekend. In mid-September, Honda goes after college students with filters targeting college campuses.
Honda's visual tricks come as marketers search for ways to keep ads compelling in the era of ad-skipping and blocking. Insurance marketer Geico has proven to be a master at the tactic with ads such as its "Unskippable" pre-roll ad campaign in 2015 that won the Film Grand Prix at the Cannes Lions International Festival of Creativity.
Honda and RPA have a track record of putting out video eye candy, including ads made by stop-motion artist Pes. Earlier this year the automaker made celebrity yearbook photos come to life in a Super Bowl ad for the CR-V SUV.
Read more about the strategy over at AdAge.com.
Credits
- Date
- Sep 01, 2017
- Brand :
- Honda Fit Sport
- Client :
- Honda Fit Sport
- Agency :
- RPA
- Executive Vice President/Chief Creative Officer :
- Joe Baratelli
- Senior Vice President/Chief, Creative Development :
- Jason Sperling
- Associate Creative Director :
- Kirk Williams
- Associate Creative Director :
- Ben Becker
- Senior Art Director :
- Matthew Pullen
- Senior Copywriter :
- Jon Murray
- Senior Vice President, Chief Production Officer :
- Gary Paticoff
- Vice President, Executive Producer :
- Isadora Chesler
- Senior Producer :
- Joshua Herbstman
- Vice President, Director, Business Affairs :
- Maria DelHomme
- Executive Vice President, Chief Client Officer :
- Brett Bender
- Senior Vice President, Group Account Director, Honda Regional Marketing :
- Fern McCaffrey
- Vice President, Group Account Director :
- Adam Blankenship
- Vice President, Management Supervisor :
- Cathy OGorman
- Account Director :
- Jane LoSasso
- Account Supervisor :
- Christine Phillips
- Account Executive :
- Christina Contreras
- Account Executive :
- Cathlyn Gonzales
- Assistant Account Executive :
- Riley Alexander
- Senior Vice President, Group Strategic Planning Director :
- Christian Cocker
- Digital Media Supervisor :
- Andrea Liao
- Media Planner :
- Courtney Hertenstein
- Media Director :
- Kelly Kim
- Media Assistant Planner :
- Sullivan Sednek-Simes
- Product Information Manager :
- Marco Fantone
- Production Company :
- Park Pictures
- Executive Producer :
- Jackie Kelman Bisbee
- Executive Producer :
- Scott Howard
- Head of Production :
- Anne Bobroff
- Producer :
- David Lambert
- Editorial :
- Rock Paper Scissors
- Editor :
- Christjan Jordan
- Producer :
- Dani DuHadway
- Assistant Editor :
- Pieter Viljoen
- Post Effects :
- A52
- Managing Director :
- Linda Carlson
- Managing Director :
- Jennifer Sofio Hall
- Executive Producer :
- Patrick Nugent
- Executive Producer :
- Kim Christensen
- Producer :
- Stacy Kessler-Aungst
- 2D Visual Effects Artist :
- Steve Wolff
- 2D Visual Effects Artist :
- Cameron Coombs
- 2D Visual Effects Artist :
- Enid Dalkoff
- 2D Visual Effects Artist :
- Cole Schreiber
- 2D Visual Effects Artist :
- Michael Plescia
- 2D Visual Effects Artist :
- Dan Ellis
- 2D Visual Effects Artist :
- Kevin Stokes
- Visual Effects Supervisor :
- Urs Furrer
- Visual Effects Set Supervisor :
- Jesse Monsour
- Visual Effects Set Supervisor :
- Hugh Seville
- Music and Sound Design :
- Walker
- Executive Producer :
- Sara Matarazzo
- Executive Producer :
- Stephanie Pigott
- Music Producer :
- Jacob Piontek
- Music :
- Marissa Hernandez
- Mix :
- Lime Studios
- Re-Recording Mixer :
- Dave Wagg
- Assistant Re-Recording Mixer :
- Adam Primack
- Executive Producer :
- Susie Boyajan
- Director :
- Terri Timely
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