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Honda 'Leap'

30 October 2012

McGarrybowen Launches Honda’s New CR-V

Honda is launching the 4th Generation CR-V with the tagline ‘Do More New’. The campaign, which will run across Europe, is the first work for Honda by newly appointed mcgarrybowen London.

The agency was chosen for the assignment in July following a six-way pitch.

The campaign tagline ‘Do More New’ reminds us in a very visual and emotional way that true discovery involves a leap of faith, an adventure into the uncharted.

Rogue

The story of this commercial is a metaphor for the creation and development of the Honda CR-V, but also extends beyond it. It shows us the importance of curiosity and inquisitiveness - and that we shouldn’t be scared of the unknown because this is the only place we can discover new things.

Discovery is exhilarating and uplifting, but it can also be daunting, full of doubts and fears. The commercial evocatively articulates the tipping point: the precise moment where we decide to stifle our apprehensions and leap into a kind of void of possibility, a place where we feel anything can happen. It’s an emotional and uplifting experience, a vivid expression of ‘The power of dreams’.

The film, directed by Rogue’s Sam Brown, was shot in Vancouver and features a man imagining a portal to untapped possibilities is forming out of the front of a house in a suburban neighbourhood whilst he waits in his CR-V at the traffic lights. It involved building the full sized frontage of two houses over an existing crossroads. A portal was then sculpted from the houses, plank by plank; through which the CR-V drove in real time.

The film treatment was inspired by ‘Inversion’, created by Dan Havel and Dean Ruck of Havel Ruck Projects.

The TV spot first aired yesterday, October 22nd and is supported by print, outdoor and a wide range of digital.

Satoshi Suzuki, Honda’s General Manager, Product and Marketing continues: “mcgarrybowen have created for us a campaign that we’re really pleased with. It cleverly blends Honda’s intelligent and unique tone of voice with a warm and human narrative, alongside some beautiful product shots”.

Angus Macadam, Executive Creative Director at mcgarrybowen said, “We wanted to continue Honda’s tradition of powerful, human, advertising but, for the launch of the new CR-V, give the car a more central role. It’s a gorgeous looking car and we wanted to show that.”

  • Client Honda Motor Europe
  • Agency McGarrybowen London
  • Media Agency Starcom Mediavest
  • Executive Creative Directors Paul Jordan & Angus Macadam
  • Creatives Remco Graham & Richard Holmes
  • Agency Producer Helen Whiteley
  • Client Services Simon North
  • Planner Kristina Jenkins
  • Director Sam Brown
  • Producer Kate Hitchings
  • Production Company Rogue London
  • Post production The Mill London
  • Editor James Rosen @ Final Cut             
  • Soundtrack ‘To Heal’ by Underworld
  • Film treatment inspired by ‘Inversion’, by Dan Havel and Dean Ruck of Havel Ruck Projects.

Head Of Production

Contact Name
James Howland
Email
james@roguefilms.co.uk
Phone
+44 (0)207 907 1000