In its second project for Honda since winning a pitch for a certain piece of the automaker’s biz in July 2012, Mcgarrybowen London uses forced perspective and other illusory tricks to mess with your head, and to emphasize the Honda CR-V 1.6 diesel’s “impossible” qualities.
Regardless of the justification, we’re always glad to see visually striking spots, and this one certainly qualifies. Using optical illusions incorporating the new vehicle should keep viewers’ eyes glued to the screen for the duration of the ad, always something to aspire to. That they are able to justify the approach makes it all the better, even if the justification isn’t all that sturdy. The idea is that a fuel-efficient SUV is thought of as “impossible” but the new CR-V disproves that. “Let’s do those things that can’t be done,” a narrator says, “like less fuel in for more miles out.” Not the strongest concept exactly, but the execution more than makes up for it. On the other hand, touting a vehicle as fuel-efficient without any mention of the gas mileage is less understandable, and may make people think that description is all smoke and mirrors.
The spot, directed by Chris Palmer of production company Gorgeous, debuted in the UK on October 19th and is currently running across Europe. It is supported by print, outdoor, digital and direct executions. Credits after the jump. CREDITS
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