mcgarrybowen Travels the ‘Endless Road’ for Honda CR-V

By Kiran Aditham 

It seems that Honda’s diesel CR-V brings out the best of mcgarrybowen London’s visual instincts.

The agency follows up its 2013 Cannes Gold Lion-winning, M.C. Escher-esque spot for the model (dubbed “Illusions”) by taking us on an infinite loop to promote the automaker’s 2015 edition with an ad called “Endless Road.” In a literal manifestation of the title, the new model traverses an infinite road like a runner on a track, with Bernard Hermann’s “Twisted Nerve” (remember Kill Bill Vol. 1?) providing the soundtrack.

Along with mcgarrybowen, digital production company MediaMonks and director Chris Palmer of Gorgeous played key roles in the campaign, which emphasizes the CR-V’s performance capabilities in illustrating how “the road to better never ends.”

While it’s not as visually stimulating as Honda efforts from the past couple of years, the tone, style and narrative serve the “Endless Road” quite well. You can check out a behind-the-scenes clip below and watch a literally infinite version on the CR-V’s dedicated YouTube site.

It beats your average screensaver.

Agency: mcgarrybowen, London
Executive Creative Directors: Angus Macadam, Paul Jordan
Creative Team: Charlotte Watmough, Holly Fallows
Planner: Michael McCourt
Agency Producer: Sian Parker
Business Director: Alice Tendler
Film Production: Gorgeous
Director: Chris Palmer
Executive Producer: Rupert Smythe
Editor: Scot Crane
Postproduction: Glassworks; FaTiBoo
Flame: Lewis Saunders
Creative Director (3-D): Jordi Bares @ Glassworks
Colorist: Seamus O’Kane @ The Mill
Digital Production: MediaMonks
Executive Producer: Wouter Smit
Producer: Rodrigo Alberini
Creative Directors: Jon Biggs, Alex Danklof
Project Manager: Sylvia van der Leen
Audio Production: Munzie Thind @ Grand Central
Music: Twisted Nerve Main Theme
Composer, Arranger: Bernard Herrmann