- Unexpected car advertising unveils all-new HR-V Crossover brand personality by walking down Honda's memory lane and brand's commitment to innovation
- Campaign utilizes the magic of CG to introduce the versatile HR-V Crossover
In sync with the launch of the all-new 2016 HR-V Crossover, Honda is launching an original advertising campaign illustrating the brand's history of innovation that led to this crossover that gets everything right.
The campaign is made up of two distinctive TV spots, "Give and Take" and "Great Thinking Inside." "Give and Take" takes a lighthearted approach to depict a literal molding of people's faces, stretching and pulling ears, chins and foreheads to express the truth that it's difficult to get everything just the way you want it. The HR-V Crossover has found that no-compromise sweet spot where everything is perfect.
"Great Thinking Inside" appeals to Honda enthusiasts' sense of nostalgia. With the Honda Prelude, del Sol, Element and others set in Russian-nested-doll fashion, the advertisement shows how one good idea leads to another, and how Honda's continuous building on past successes have arrived at its latest iconic car, the HR-V Crossover. Sammy Davis Jr.'s "Gonna Build a Mountain" provides a classic, memorable soundtrack.
"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 Jeff Conrad, senior vice president and general manager of the Honda Automobile Division of American Honda Motor Co., Inc. "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."
Simple, eye-catching print work conveys the idea that big isn't the only way to versatility. Print insertions will be seen in Road & Track, Autoweek, MotorTrend and more and will be in the form of magazine fold-ins. Unfolded, the car stretches out to show a bigger vehicle. Folded in, the ad depicts the HR-V Crossover and all the cargo items it can transport.
The campaign will incorporate a wide mix of media, kicking off with home-page takeovers on Yahoo! and YouTube, along with a presence in network primetime, cable and a variety of sports. Digital support will be featured across various partners, helping to bring to life unique interactive experiences. Notable digital efforts include: sponsoring the brand new Amazon 3D printing store that features a sweepstakes to give users a chance to win an actual 3D printer, collaborating with Thrillist on a Culinary Road Trip event, sponsoring the National Geographic Wanderlust Instagram contest with a chance to win a Nat Geo Yosemite Expedition and custom videos and a personalized interactive post on Buzzfeed.
In addition, the all-new HR-V Crossover is being supported with a completely redesigned model section at http://automobiles.honda.com/hr-v. Every 2016 Honda model will showcase this new look and feel.
Honda offers a full line of reliable, fuel-efficient and fun-to-drive automobiles for American car buyers through approximately 1,000 independent U.S. Honda dealers. The Honda lineup includes the Accord, Crosstour, Civic, Fit, CR-Z and Insight, along with the Pilot and CR-V sport/utility vehicles and the Odyssey minivan.
Honda has the longest-lasting cars1 of any mainstream automotive brand in America, and more models achieving an IIHS TOP SAFETY PICK+ rating than any other automotive nameplate.
Honda has been producing automobiles in America for more than 30 years and currently operates 16 major manufacturing facilities in North America. In 2013, more than 94 percent of all Honda vehicles sold in the U.S. were made in North America, using domestic and globally sourced parts.
1 Longevity based on IHS Automotive, Polk U.S. vehicles in operation registration statistics 1988–2012 for Honda and non-luxury competing brands.
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