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American Honda Monday launches three 30-second TV spots for the 2002 CR-V compact SUV.
The ads, via AOR Rubin Postaer & Associates, Santa Monica, poke fun at the exploits of sports extremists. One shows a kayaker running white water. He shoots the rapids until he rides over a cataract, and finds himself shooting air. Then he goes vertical, plummets, flailing and screaming, finally crashing his broken bateau on a rock. Cut to a couple watching from the bank: “That’s not too bright,” says the guy, loading gear into their CR-V.
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