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.