Chris Ivanov
Account Director at Draftfcb Melbourne
Melbourne, Australia
TitleDress For It
Agency
Campaign Dress For It
Advertiser Honda Motor Co., Ltd.
Brand Honda
Product CR-V
Story Set in a lively urban street, the TV commercial feels more like a rock clip you’d see on Video Hits or Rage rather than an advertisement. Fueled by a pumping electro music track, the spot sees a rugged hero male exit a building in what looks like downtown New York. Wearing a suit we follow him walking down the street, towards a camera tracking backwards, stripping his clothes off to reveal a number of different outfits – jeans and a casual top, a tuxedo and finally board shorts and a singlet. As the camera continues to move back, the CR-V’s dynamic new redesign is revealed as the film clip reaches its climax.
Philosophy The commercial cleverly exploits the different outfits to highlight the unrivaled versatility at the core of the new CR-V in an emotional, uplifting fashion.
Problem To launch the all-new, third generation Honda CR-V to the Australian market and attempt to once again take the leading market position. The strategic and creative challenge was to communicate the unrivaled versatility associated with the CR-V in an emotional way – something which hasn’t really been done before in this category.
Media Type Television
Length
Art Director
Copywriter
Production Company Producer
Director
Account Director
Creative Director
Account Director
Copywriter
Art Director
Agency Producer
Production Company
Post Production
Sound Production
Sound Production

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