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

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: [jwplayer zc0qfqK3-1kT9Z8rj] [jwplayer pBUhanK9-1kT9Z8rj] 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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Ad of the Day: Honda Stretches Your Face in Fun, Trippy Launch Spot for HR-V

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