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Men who drive Honda CR-Vs may not see themselves in the brand’s new campaign, which broke last Thursday. A departure from its extreme sports-oriented “built for reality” positioning, Honda’s six new spots are decidedly more, well, girlie.
In the first spot, “Elvis,” Honda’s CR-V is twisting to Elvis Presley’s “Burning Love” (the camera swoops in to Graceland mapped on the newly added navigation system). The other spots to come are even more overtly feminine. They include: chocolate-covered strawberries moving through an assembly line as the visual cuts to a CR-V being similarly coated; transparent versions of the entry-level SUV filling up with popcorn and hot coffee; and a female surfer lusting for tasty waves as she takes her surfboard from the car.
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