Author

By Amy Houston | Reporter

June 28, 2022 | 2 min read

Honda is giving consumers a chance to hear about its new HR-V model from an unexpected source – the car itself.

Devised by creative agency Leo Burnett, the ad sees the redesigned SUV being brought to life with AI technology. In a world with voice-activated vacuum cleaners and talking toasters, why should cars be left out of the fun?

‘Harvey’ is comprised of two spots and was voiced by comedian Sam Taunton. In the first one, we see the car punt its wireless Apple car play facilities and the second promos its ‘masterful’ engineering.

“Voice technology has become so integrated into our lives,” said Chris Jovanov, digital creative director at Leo Burnett. ”You’ve got Alexa and Siri, and we looked at the HR-V and thought – why not Harvey?

“Part utility, part entertainment, Harvey is a fun brand experience designed to make car buying joyful and accessible from anywhere.”

Honda1

Built with an AI brain, Harvey aims to flip the car buying experience by making it an easier, more seamless and entertaining process.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Ben Familton, head of brand and communications at Honda, added: “The Designed for Joy platform is all about celebrating the Honda experience as playful, straightforward and simple. Harvey is not only the most seamless, joyful way to experience a car, it’s a category first, which we’re immensely proud of.”

The integrated platform will be amplified across social media, digital radio and out-of-home (OOH).

Interested in creative campaigns? Check out our Ad of the Day section and sign up to our Ads of the Week newsletter so you don’t miss a story.

Creativity Brand

More from Creativity

View all