Freaky Morphing Faces and Split-Personality Vehicles Welcome Honda's 2016 HR-V Crossover
Automaker Gets Really Versatile in Pair of Fantastic New Ads
Editor's Pick
RPA has debuted a pair of fantastic new ads to promote the all-new 2016 Honda HR-V Crossover and the idea that it's tailored to get just about everything right. One spot, "Give and Take," eschews sheet metal altogether and instead focuses on people's faces, which become strangely malleable as their owners tug and push on their various parts -- as if they're a living manifestation of a funhouse mirror.
"With cars, you usually have to give something up in order to get something good," explained RPA ECD Jason Sperling. "The new Honda HRV is this 'sweet spot' of cars -- it combines the best features of a lot of different cars without a bunch of compromise. The faces are fun, simple representation of 'giving something up in order to get something good,' and the HR-V comes to show what happens when someone gets something just right."
A second ad, "Great Thinking Inside," appeals to Honda lovers with a sense of nostalgia and shows a series of classic vehicles, including the Prelude, Del Sol and Element, split apart to reveal another Honda model, showing how the carmaker's great ideas of the past have led to those that followed.
"The HR-V is another in a long line of great Honda vehicles, and combines some of Honda's best thinking, s well as the souls of past cars, into one new crossover," added Mr. Sperling. "This spot was meant to celebrate everything that's led up to this big Honda moment in a sweet, sincere and clever way."
"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," said American Honda Motor Co., Inc. Senior-VP/General Manager Jeff Conrad in a statement. "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."
Both spots were directed by Nexus' Smith & Foulkes, the team behind Honda's previous "Hate"-themed Cannes Grand Prix winner, "Grrr," out of Wieden & Kennedy London.
Credits
- Date
- Jun 08, 2015
- Brand :
- Honda
- Client :
- Honda
- Executive Vice President :
- Joe Baratelli
- Senior Vice President :
- Jason Sperling
- Vice President, Creative Director/Art :
- Chuck Blackwell
- Senior Copywriter :
- Paul Fung
- Senior Art Director :
- Marcella Coad
- Copywriter :
- Adam Gothelf
- Art Director :
- Michael Enriquez
- Senior Vice President, Chief Operating Officer :
- Gary Paticoff
- Vice President, Executive Producer :
- Isadora Chesler
- Producer :
- Mathew Magsaysay
- Vice President, Director, Business Affairs :
- Maria Del Homme
- Senior Vice President, Management Account Director :
- Brett Bender
- Vice President, Management Supervisor :
- Cathy O'Gorman
- Management Supervisor :
- Rose McRitchie
- Account Supervisor :
- Patty Mira
- Production Company :
- Nexus
- Director :
- Smith & Foulkes
- Executive Producer :
- Tracey Cooper
- Executive Producer :
- Jeremy Smith
- Line Producer :
- Max Fink
- Visual Effects Supervisor/Lead Flame Artist :
- Benoit Mannequin
- CG Lead/lighting :
- Dameon O'Boyle
- CG Lighter :
- Tim Kafta
- CG Artist :
- Clement Renaudin
- Offline Editor :
- Billy Sacdalan
- Post Executive Producer :
- Jo Arghiris
- Senior Producer :
- Juliet Tierney
- Producer :
- Jake Fenkse
- Vehicle Scanning and Modeling :
- ACME Digital Content
- Vehicle Modeling :
- Kevin Malling
- Vehicle Scanning and Modeling :
- Brandon Acree
- Vehicle Scanning and Modeling :
- Tyson Hill
- Vehicle Scanning and Modeling :
- John Wang
- Music Composer :
- Squeak E. Clean Studios
- Senior Copywriter :
- Audrey Attal
- Senior Copywriter :
- Forrest Boleyn
- Vice President, Group Account Director, Honda National Advertising/Digital/Social :
- Jeff Moohr
- Vice President, Creative Director/ Copy :
- Ken Pappanduros
- Agency :
- RPA
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