Honda: Great Thinking Inside

Published on Jun 08, 2015

Editor's Pick

RPA has debuted a pair of fantastic new ads to promote the all-new 2016 Honda HR-V Crossover and the idea that it's tailored to get just about everything right. One spot, "Give and Take," eschews sheet metal altogether and instead focuses on people's faces, which become strangely malleable as their owners tug and push on their various parts -- as if they're a living manifestation of a funhouse mirror.

"With cars, you usually have to give something up in order to get something good," explained RPA ECD Jason Sperling. "The new Honda HRV is this 'sweet spot' of cars -- it combines the best features of a lot of different cars without a bunch of compromise. The faces are fun, simple representation of 'giving something up in order to get something good,' and the HR-V comes to show what happens when someone gets something just right."

A second ad, "Great Thinking Inside," appeals to Honda lovers with a sense of nostalgia and shows a series of classic vehicles, including the Prelude, Del Sol and Element, split apart to reveal another Honda model, showing how the carmaker's great ideas of the past have led to those that followed.

"The HR-V is another in a long line of great Honda vehicles, and combines some of Honda's best thinking, s well as the souls of past cars, into one new crossover," added Mr. Sperling. "This spot was meant to celebrate everything that's led up to this big Honda moment in a sweet, sincere and clever way."

"The versatility, sleek design and advanced technology of the all-new HR-V Crossover provides a multi-dimensional element that will appeal to a variety of people," said American Honda Motor Co., Inc. Senior-VP/General Manager Jeff Conrad in a statement. "The vehicles in 'Great Thinking Inside' are iconic Honda models that demonstrate our evolution of thinking, while 'Give and Take' illustrates our dedication to innovations, and we're proud to continue this track record with the all-new HR-V."

Both spots were directed by Nexus' Smith & Foulkes, the team behind Honda's previous "Hate"-themed Cannes Grand Prix winner, "Grrr," out of Wieden & Kennedy London.

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Jun 08, 2015
Executive Vice President:
Joe Baratelli
Senior Vice President:
Jason Sperling
VP, Creative Director/Art:
Chuck Blackwell
Senior Copywriter:
Paul Fung
VP, Creative Director/ Copy:
Ken Pappanduros
Senior Art Director:
Marcella Coad
Senior Copywriter:
Audrey Attal
Senior Copywriter:
Forrest Boleyn
Adam Gothelf
Art Director:
Michael Enriquez
SVP Chief Operating Officer:
Gary Paticoff
VP/Executive Producer:
Isadora Chesler
Mathew Magsaysay
VP, Director of Business Affairs:
Maria Del Homme
SVP, Management Account Director:
Brett Bender
VP, Group Account Director, Honda National Advertising/Digital/Social:
Jeff Moohr
VP, Management Supervisor:
Cathy O'Gorman
Management Supervisor:
Rose McRitchie
Account Supervisor:
Patty Mira
Production Company:
Smith & Foulkes
Executive Producer:
Tracey Cooper
Executive Producer:
Jeremy Smith
Line Producer:
Max Fink
Production Manager:
Fernanda Garcia Lopez
Post Production:
Time Based Arts
Chris Wood
Sam Osbourne
Flame Artist:
Mike Skrgatic
Flame Artist:
James Allen
Flame Artist:
Sheldon Gardner
3D Artist:
Ben Cantor
3D Artist:
Mike Battcock
3D Artist:
Kristoffer Andersson
3D Artist:
Poul Resen Steenstrup
3D Artist:
Eva Kuehlmann
3D Artist:
Simon Goodchild
Additional Grade:
Simon Grattarola
Vehicle Scanning and Modeling:
ACME Digital Content
Vehicle Scanning and Modeling:
Kevin Malling
Vehicle Scanning and Modeling:
Brandon Acree
Vehicle Scanning and Modeling:
Tyson Hill
Vehicle Scanning and Modeling:
John Wang
Music Supervision:
Squeak E. Clean
Music/Licensed Music Tracks:
"Gonna Build a Mountain"
Leslie Bricusse
Anthony Newley
Sammy Davis Jr.
Rhino Entertainment
Sound Design:
Sound Designer:
Anthony Moore
Mix and Sound Design:
Lime Studios
Mark Meyuhas
Assistant Producer:
Matt Miller
Executive Producer:
Susie Boyajan

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