Leo Burnett Melbourne launches its first work for Honda to launch the CR-V
Honda CR-V: ‘Bigger inside, smaller outside’
Honda has released a campaign to launch its new sport utility vehicle, the CR-V.
The campaign, which is led by cinema and TV ads, is the first off the production line from Leo Burnett Melbourne, which took over the account the now-defunct DraftFCB three months ago.
The campaign, which features a re-recording of the Broadway classic ‘Anything you can do, I can do better’, introduces the new tagline ‘The power of clever thinking’ – a slightly tweaked version of the classic Honda slogan ‘The power of dreams’.
The idea behind the ad is to show how the CR-V is superior to other SUVs in the market.
Leo Burnett Melbourne’s ECD Jason Williams said in a press release: “A launch of a vehicle like the CR-V was an irresistible opportunity for us to highlight some of the strengths it has over its competitors. After all, who hasn’t been stuck behind a tank-like SUV as it tries to park, or witnessed the struggle in the Ikea car park when someone’s flatpack is bigger than their boot space.”
Honda hopes the campaign will lift vehicle sales from 600-700 per month to over 1000 per month, Honda marketer Kevin Lillie told Mumbrella recently.
Lillie said in a statement: “This is a huge launch into the fastest growing segment of the Australian car market. It’s the beginning of an exciting new chapter for the Honda brand, and the beginning of a great partnership with Leo Burnett. The new CR-V campaign provides us with a platform to reconnect with Australians as it unashamedly captures the essence of what Honda is known for in this market.”
Credits:
- Executive Creative Director: Jason Williams
- Creative Group Head: Andrew Woodhead
- Senior Copywriters: Andrew Woodhead, Sarah McGregor
- Senior Art Director: Justin Nagorcka
- Producer: Georgina Toole
- Production Company: Good Oil
- Director: Matt Murphy
Niiice- but I guess nothing could be worse than the “Symphony in motion” and the civic sounds crap that Draft turned out at the end. *shudder*
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This just demonstrated that most drivers are crap and not that the CR-V has any special ability over them. I liked the ad though 🙂
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An agency folded for this? Generic SUV advertising at best.
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Why are Australian car ads so average? Honda around the world makes brilliant ads, why not run them?
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It’s a good premise and I mostly liked the ad but that song was shitting me by the end. Might have been good to see just a little more of the car as well, seeing as that’s more of a selling point ultimately than whether it can fit into a parking space by an extra six inches.
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A better direction for Honda.
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I didn’t believe a word of it.
If you’re going to dramatise something….make sure it’s accurate.
oh, and something I give a shit about….
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Nice.
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I love when ads are clever. Catchy song as well. Leo Burnett captured a powerful insight, ‘we are all competitive’, down to the vehicle we drive.
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