Honda’s new HR-V came about thanks to an extended trial-and-error process, and RPA emphasizes that fact in its new campaign.
The work, which so far consists of two TV spots, plays on the idea that the new models are a mishmash of ideas that come as close as possible to “[getting] everything just right.”
Here’s “Give and Take,” which illustrates its titular concept via a Photoshop-esque remodeling of actors’ faces:
We do like the leading lady’s Madonna-worthy gap there at the end to remind us that nothing’s perfect…not even an economy SUV.
The next ad, “Great Thinking Inside,” dispenses with the faces metaphor and gives us an illustration of the many models that eventually merged to form the HR-V:
The release tells us that the campaign was created to appeal to Honda fans’ sense of nostalgia by demonstrating the process via the power of CG illustrated in “Russian-nested-doll fashion” to create the newest, shiniest version of the car you’ve known and loved, etc. It’s like Transformers without the fun.
The campaign’s print ads also play off the change theme, using a classic Mad magazine-style fold-in to demonstrate the new models’ “versatility.”
In addition to the work posted here, Honda will also “[sponsor] the brand new Amazon 3D printing store,” “[collaborate] with Thrillist on a Culinary Road Trip event,” work on “the National Geographic Wanderlust Instagram contest” and, most importantly, run “a personalized interactive post on Buzzfeed.”
Title: “Great Thinking Inside” :60 and “Give and Take” :50
First air: June 8, 2015
Client: American Honda Motor Co., Inc.
Agency: RPA
EVP, CCO: Joe Baratelli
SVP, ECD: Jason Sperling
VP, CD Copywriter: Ken Pappandurous
VP, CD Art Director: Chuck Blackwell
Sr. Copywriter: Paul Fung
Sr. Art Director: Marcella Coad
Sr. Copywriter (for “Great Thinking Inside”): Audrey Attal
Sr. Copywriter (for “Great Thinking Inside”): Forrest Boleyn
Copywriter (for “Give and Take”): Adam Gothelf
Art Director (for “Give and Take”): Michael Enriquez
SVP, Chief Production Officer: Gary Paticoff
VP, Executive Producer: Isadora Chesler
VP, Group Account Director, Honda National Advertising/Digital/Social: Jeff Moohr
Producer: Matthew Magsaysay
VP, Director of Business Affairs: Maria Del Homme
SVP, Management Account Director: Brett Bender
VP, Account Director, National/Corporate Advertising: Jeff Moohr
VP, Management Supervisor: Cathy O’Gorman
Management Supervisor: Rose McRitchie
Account Supervisor: Patty Mira
Production Company: Nexus
Director: Smith & Foulkes
EP: Tracey Cooper
EP (for “Give and Take”): Jeremy Smith
Line Producer (for “Give and Take”): Max Fink
Production Manager (for “Great Thinking Inside”): Fernanda Garcia Lopez
Post Production (for “Great Thinking Inside”): Time Based Arts
Animators: Chris Wood and Sam Osbourne
Flame Artists: Mike Skrgatic, James Allen and Sheldon Gardner
3D Artists: Ben Cantor, Mike Battcock, Kristoffer Andersson, Poul Resen Steenstrup, Eva Kuehlmann and Simon Goodchild
Additional Grade: Simone Grattarola
Post Production (for “Give and Take”): MPC
VFX Supervisor/Lead Flame: Benoit Mannequin
Flame: Vincent Blin
CG Lead/Lighting: Dameon O’Boyle
CG Lighter: Tim Kafta
CG artist: Clement Renaudin
Offline Editor: Billy Sacdalan
EP: Jo Arghiris
Senior Producer: Juliet Tierney
Producer: Jake Fenkse
Vehicle Scanning & Modeling: ACME Digital Content
Kevin Malling, Brandon Acree, Tyson Hill and John Wang
Music Supervision (for “Great Thinking Inside”): Squeak E Clean Productions, Inc.
Music Composer (for “Give and Take”): Squeak E Clean Productions, Inc.
Licensed Music Track (for “Great Thinking Inside”): “Gonna Build A Mountain”
Composers: Leslie Bricusse and Anthony Newley
Performed by: Sammy Davis Jr.
Label: Rhino Entertainment Company, A Warner Music Group Company
Sound Design: Factory
Sound Designer: Anthony Moore
Music For “Great Thinking Inside” :15’s: ANTFOOD
Mix & Sound Design: Lime Studios
Engineer: Mark Meyuhas
Assistant: Matt Miller
Executive Producer: Susie Boyajan