These Honda Fit Ads Disappear Into the Back of the Car

Optical Tricks Plug the Car as Small But Roomy

Published On
Sep 01, 2017

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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