Honda has backed a new integrated campaign introducing the launch of a 1.6 litre diesel version of the CR-V model, tackling preconceptions about SUVs by emphasising the unexpected qualities of the CR-V 1.6 i-DTEC.
Using the strapline ‘An impossible, made possible’ the campaign features a TV ad created by mcgarrybowen London and directed by Chris Palmer at Gorgeous.
“This CR-V 1.6 i-DTEC challenges a lot of pre-conceived ideas about SUVs, so we wanted to make a spot where things aren't what they first seem,” explained mcgarrybowen London’s executive creative director, Paul Jordan.
The ad sees the car travelling through a series of optical illusions. As each illusion is shattered the ad aims to make the link between camera trickery and the seemingly impossible qualities of the new Honda.
Of the campaign, Martin Moll, head of European marketing, said: “We are very proud of our latest campaign…This advertising campaign is a celebration of the innovation of the Honda brand which can make the unexpected happen through the ingenuity of its engineering.”