Honda and Rubin Postaer and Associates' second spot in Super Bowl XLI positions its CR-V as Elvis, or at least as exciting as Elvis. Its other ad that year, "Slalom," also ran in the fourth quarter.
Honda has often turned to advertising's biggest stage, but doesn't feel the need to be there every year. It did not return after 2007, for example, until 2010 ("The Squirrel"), then came back again for 2012 ("Matthew's Day Off"), 2014 ("Hugfest") and 2016 ("A New Truck to Love"). It stuck with RPA throughout, developing a more polished style as the years progressed.
Executive VP/director of creative services: Larry Postaer. Senior VP/creative directors: Joe Baratelli, David Smith. Associate creative director/art director: Rich Pass. Associate creative director/copywriter: Jim Real.
CGI/editorial: FAD. Senior producer: Brian Donnelly.
Music: Mocean Worker (Elvis remix). Music/sound design: Hum.
QUARTER AIRED: Q4