Created by Leo Burnett Melbourne for Honda Australia, the TVC shows that no matter where the road leads, the CR-V Series II is the SUV that’s made to ‘go with it’
BestMediaInfo Bureau | Delhi | July 24, 2015
As a popular SUV brand in Australia, the Honda CR-V is no stranger to how unpredictable family life can be. A new campaign has been created by Leo Burnett Melbourne for Honda Australia to show that no matter where the road leads, the CR-V Series II is the SUV that’s made to ‘go with it’.
The campaign is led by a 60-second TVC directed by Goodoil’s Hamish Rothwell. It tells the story of a young girl determined to replace her broken pink toy horse. Her father plays along with her solution to the problem, only to discover it is more spectacular than he could have imagined. Featuring the song ‘Howlin’ For You’ by The Black Keys, the TVC includes a special horse ranch and muster of a herd of horses with a difference.
Honda Australia Director Stephen Collins commented that the CR-V nameplate had a long, proud history in Australia and set the benchmark for SUVs when it was first launched back in 1997. “The CR-V is a core model for Honda both globally and locally. With such significant upgrades made recently on the Series II range, we wanted to support this important model with a new campaign that taps into the fun and energy of the CR-V,” he added.
Commenting on the creative insight behind the campaign, Jason Williams, Executive Creative Director, Leo Burnett Melbourne, said, “The idea came from the insight that having children is its own adventure, and sometimes you have to go on a bit of a wild goose chase to appease the imagination of a young child.”
The TVC which went on air on Sunday, July 19, 2015, is being supported with an integrated campaign that includes cinema, outdoor, online, social and dealer communications.
Agency: Leo Burnett Melbourne
ECD: Jason Williams
Creatives: Joe Hill, Garret Fitzgerald
Senior Agency Producer: Cinnamon Darvall
Group Account Director: Chris Ivanov
Senior Account Director: Jaime Morgan
Director of Integrated Strategy: Ilona Janashvili
Client: Honda Australia
Brand Communications Manager: Melissa Altarelli
Brand Communications Specialist: Sarah Tolliday
Brand Communications Coordinator: Megan McDermott
Production: Goodoil Films
Director: Hamish Rothwell
Executive Producer: Sam Long
DOP: Crighton Bone
Production Designer: Guy Treadgold
Casting: Catch Casting NZ / Mullinar’s Sydney
Editor: Peter Sciberras Method Studios
VFX & Supervisor: Colin Renshaw (ALT VFX)
Sound Engineer: Sam Hopgood - SoundLounge
Sound Producer: Lizzie Haussegger – SoundLounge