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Ad of the Day: Honda Stretches Your Face in Fun, Trippy Launch Spot for HR-V

Looking for that perfect fit

Directors Smith & Foulkes come stateside for this RPA project.

Conventional wisdom says millennials don't buy a lot of new cars. They're too busy playing with their iPhones. Or they're ideologically opposed to gas-guzzling, pollution-spewing automobiles.

Conventional wisdom is often wrong, however. And American Honda Motor Co. will try to prove it with the rollout of the all-new HR-V subcompact crossover SUV, supported by a couple of eye-catching new commercials from RPA.

Along with rivals such as the Jeep Renegade and Chevrolet Trax, the HR-V will take dead aim at Gen Y consumers in their 20s and 30s. Sometimes called "city utes," these mini SUVs are easier to park on crowded streets and get better mileage. Most important, they're cheap.

The HR-V starts at less than $20,000. That makes a big difference to younger consumers struggling with murky job prospects and student loan debt.

And guess what? Honda sold out its first month's supply of HR-Vs in two weeks. Even if millennials in big cities like New York aren't car shopping, those in the rest of the country definitely are, said Tom Peyton, Honda's assistant vp of advertising.

"I've got news for you. If you go to the suburbs of Chicago, they want a car," Peyton said.

To lure this audience, Honda is launching a lighthearted new HR-V commercial from RPA called "Give and Take." It shows young people who are magically able to adjust their own noses, ears, foreheads and eyebrows.



"What if you could find that sweet spot? Where everything is just the way you want?" asks the voiceover. "Introducing the crossover that gets it all right."

Peyton said the spot has a "youthful, fun, more millennial feel." Nick Lee, Honda's national brand manager, said "Give and Take" will be part of a wide-ranging campaign that will include a more heritage-driven HR-V TV spot titled "Great Thinking Inside," along with a clever fold-over print ad as well as digital banners (see below).



Both spots were directed by Smith & Foulkes, the Nexus duo who have a long and acclaimed history working on Honda ads through Wieden + Kennedy London, from 2003's "Grrr" to 2013's "Hands" and 2014's "Inner Beauty."

Jason Sperling, executive creative director at RPA, said he wanted to create an "attention-getting" spot because the HR-V is essentially pioneering a new car category.

"We're talking to people who are probably in their mid-20s," he added.

The print work:

The digital work:

Adweek responsive video player used on /video.

Adweek responsive video player used on /video.

CREDITS
Client: American Honda Motor
HR-V Campaign Credits

Spots: "Great Thinking Inside," :60; "Give and Take," :50

Agency: RPA
Executive Vice President, Chief Operating Officer: Joe Baratelli
Senior Vice President, Executive Creative Director: Jason Sperling
Vice President, Creative Director, Copywriter: Ken Pappanduros
Vice President, Creative Director, Art Director: Chuck Blackwell
Senior Copywriter: Paul Fung
Senior Art Director: Marcella Coad
Senior Copywriters (for "Great Thinking Inside"): Audrey Attal, Forrest Boleyn
Copywriter ("Give and Take"): Adam Gothelf
Art Director ("Give and Take"): Michael Enriquez
Senior Vice President, Chief Production Officer: Gary Paticoff
Vice President, Executive Producer: Isadora Chesler
Producer: Matthew Magsaysay

Vice President, Director of Business Affairs: Maria Del Homme
Executive Vice President, Management Account Director: Brett Bender
Vice President, Account Director, National/Corporate Advertising: Jeff Moohr
Vice President, Management Supervisor: Cathy O'Gorman
Management Supervisor: Rose McRitchie
Account Supervisor: Patty Mira

Production Company: Nexus
Directors: Smith & Foulkes
Executive Producer: Tracey Cooper
Executive Producer ("Give and Take"): Jeremy Smith
Line Producer ("Give and Take"): Max Fink
Production Manager ("Great Thinking Inside"): Fernanda Garcia Lopez

Postproduction ("Great Thinking Inside"): Time Based Arts
Animators: Chris Wood, Sam Osbourne
Flame Artists: Mike Skrgatic, James Allen, Sheldon Gardner
3-D Artists: Ben Cantor, Mike Battcock, Kristoffer Andersson, Poul Resen Steenstrup, Eva Kuehlmann, Simon Goodchild
Additional Grade: Simone Grattarola

Postproduction ("Give and Take"): MPC
Visual Effects Supervisor, Lead Flame: Benoit Mannequin
Flame: Vincent Blin
Computer Graphics Lead, Lighting: Dameon O'Boyle
Computer Graphics Lighter: Tim Kafta
Computer Graphics Artist: Clement Renaudin
Offline Editor: Billy Sacdalan
Executive Producer: Jo Arghiris
Senior Producer: Juliet Tierney
Producer: Jake Fenkse

Vehicle Scanning, Modeling: Acme Digital Content
Kevin Malling, Brandon Acree, Tyson Hill, John Wang

Music Supervision, Composition ("Great Thinking Inside," "Give and Take"): Squeak E Clean Productions

Licensed Music Track ("Great Thinking Inside"): "Gonna Build a Mountain"
Composers: Leslie Bricusse, Anthony Newley
Performed by: Sammy Davis Jr.
Label: Rhino Entertainment, Warner Music Group Company

Sound Design: Factory
Sound Designer: Anthony Moore

Music for "Great Thinking Inside" :15s: Antfood
Mixing, Sound Design: Lime Studios
Engineer: Mark Meyuhas
Assistant: Matt Miller
Executive Producer: Susie Boyajan

—Digital Credits
Client: American Honda
Launch Date: 6/8/15

Agency: RPA
Executive Vice President, Chief Creative Officer: Joe Baratelli
Senior Vice President, Executive Creative Director: Jason Sperling
Vice President, Digital Design Director: Michael Takeshita
Vice Presidents, Creative Directors: Ken Pappanduros, Chuck Blackwell
Associate Creative Director: Jesse Golden
Senior Art Director: Jason Ringgold
Junior Copywriter: Caleb Nyberg
Digital Production Artist: Martin Odisho
Senior Production Artist: Chris Gomez

Senior Vice President, Chief Production Officer: Gary Paticoff
Vice President, Director of Digital Production: Dave Brezinski
Executive Digital Producer: Linda Kim
Digital Producer: Annie Hough

Executive Vice President, Management Account Director: Brett Bender
Vice President, Group Account Director: Jeff Moohr
Management Supervisor: Rose McRitchie
Account Supervisor: Patty Mira
Account Executive: Paul Sulzer
Account Assistant: Nicole Hansen

Production Partner: Time Based Arts

—Print Credits
First Insertion Date: 6/8/15
Agency: RPA
Executive Vice President, Chief Creative Officer: Joe Baratelli
Senior Vice President, Executive Creative Director: Jason Sperling
Creative Directors: Ken Pappanduros, Chuck Blackwell
Senior Art Director: Jesse Echon
Copywriter: Josh Hepburn
Digital Artist: Digital Giant
Typographer: Lisa Jay
Art Producer: Sari Rowe
Production Manager: Susan Cockrell

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