As one of Australia’s most popular SUVs, 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’.
Honda Australia director, Stephen Collins said the CR-V nameplate has 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.”
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.
Airing from Sunday 19 July, the TVC is being supported with an integrated campaign that includes cinema, outdoor, online, social and dealer communications.
Leo Burnett Melbourne executive creative director Jason Williams 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.”
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
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
Client: Honda Australia
Brand Comms Manager: Melissa Altarelli
Brand Comms Specialist: Sarah Tolliday
Brand Comms Coordinator: Megan McDermott