DraftFCB Melbourne presents new Honda CR-V
Over a couple of hot nights in Sydney recently itsnowed potato starch inside a high-rise car park. A freak occurrence? Not at all. In fact it was just a normal part of the fantasy world created by DraftFCB, Melbourne and production company Photoplay for acolourful new TVC for the ultra stylish and ultra versatile 2010 Honda CR-V.
Thecommercial takes viewers on a magical journey through a world where anythingand everything is possible. After building sets for more than 3 weeks, a crew of 40 installedamazing scenes, including a terrace street scene, a theatre, and even a winterwonderland complete with snowman and skiers. Each scene was then played out with the help of over 20 stagehands andactors (and one highly photogenic goat).
The TVC launches nationally tomorrow (March 3), and is part of a campaign thatincludes online, print, outdoor and POS.
30 Comments
poor mans gondry?
tis good, but the perspective on the shots and therefore the car leave a bit to be desired.
cool to see something this fun though!
This has happened to me before – wrong director.
So frustrating for you the team, but mainly for the viewer.
Goats are the new Gyton Grantley.
Um, here’s my point… Don’t try to turn cliched video clip style into your ad idea…
especially for a car like CRV. Big fail. Who ever approved this from the client side has no idea. Sorry, just sayin’.
Wrong director indeed. How disappointng to be that close with no cigar. Please try again. We like fun!
nice idea poorly executed.
Wow. I hope the creatives who came up with this concept 3 years ago are credited.
Wow.
9:15 do you really want to be credited for that?
This is a FUN idea – different to boring car porn. Could have been better in execution BUT probably was’nt the wrong director probably was the wrong budget!
a wild ride, i like
I like it, a good follow up to the previous CRV spot.
yeah I REALLY liked it, not sure where the confusion is here. I think it’s supposed to be deliberately low fi or why would they leave that guy with the bag of snow in it?
Lame.
Whether it was the wrong director, budget, whatever. Blame who you like.
It’s not very good.
Betsy, is that your real name?
Sounds like there are a few green eyed monsters out there. Don’t be haters. Support your creative brethren rather than shitting in your own nest.
What’s with the shot with the ring? The whole ad screams ‘try-hard 1st year film student’ to me.
Who cares how many people worked on it. Does not make it good.
11.37 are you Scott Lambert?
gay
I like the snow bit.
What is with people these days? It seems most people are great at criticising things but often not great at doing a better job. Grow up peeps! get off your bums and make stuff rather sitting on bums and winging! I haven’t seen anyone do a better ad in Australia for years. Cry cry cry. Lamo’s!!
“I haven’t seen anyone do a better ad in Australia for years. Cry cry cry. Lamo’s!!”
I could name about 158 ads (conservatively) better than this, made in the last couple of years. That’s before we even get to award winning work.
I’m all for being positive and encouraging challenging work, but to endorse this is a cop out. You’re absolutely kidding yourself. It’s tired, poorly executed and boring.
Just cos it’s lo-fi, isn’t an excuse for it to be crap.
And what is the relevance of the production method anyway?
“A good goat will do that.”
This could have been done just as badly in 30 seconds.
Wow.
I hope the creatives that found this shitty old UK Renualt Scenic ad from 12 years ago on YouTube and thought they could rip it off without being caught out are credited
http://www.youtube.com/watch?v=t0UWE3S8nSI
Wow
I’m hearing you, 3:08!
Whether it’s ‘Change your scenery’ or ‘Imagine where it could take you’, part of the problem lies in executing these SAME true, but tired, old propositions. Visually, history is bound to repeat itself – whether the agency involved knows it or not.
What will it take to lift the tone of this category (essentially) out of the 1950s? Maybe there’s still a long way to go, clientside, to avoid well-meaning fizzers like this one; and to move on from the campy clichés, the dislodged autumn leaves, the smug and grinning drivers or the temptation to let the latest post-production capability be the actual idea.
And I wonder how many more TVCs will be beautifully shot from a helicopter by the SAME two directors, as the new car glistens like a god on the SAME mountaintop or glides along the SAME winding stretch of lakeside road near Queenstown.
With cars, ‘the assembly line’ doesn’t stop at the manufacturing stage.
Why is it that Honda is failing to deliver. The last few TVC’s produced, had grains of a big idea, even if the source is questionable, but the execution is lacking. Too busy, not clear in its message/ ambiguous in its delivery.
Jazz was the same. Previous CRV ad was fantastic, so much so that the spot even got parody by some kid on youtube.
What’s been produced recently is off the mark. Try hard boys, it’s a great brand that’s loosing its way.
Very true. If we keep getting the same briefs, we’ll end up giving the same results.
Very weak execution. Underwhemling. Underdelivered. Shame.
Looks like some Toyota print stuff I saw in a photographers book recently.
Hey do you saw any ghost on the snows in Sydney. Seriously, I have heard some stories about those ghost. One of the recent story was a group of ghosts are traveling on a Honda CR-V model and is gossiping each other what a lovely model is this. I was one of them. ha ha ha i am a ghost.
Yes,i watched the video and it’s cool.The honda CR-V went to other places like theatre.Really magical and awesome commercial.