Honda launches new 'the power of clever thinking' spot via Leo ...

Honda Australia and Leo Burnett Melbourne have this week launched their first work together for the all-new Honda CR-V. The campaign is led by a cinema and TV spot premiering the campaign line -"the power of clever thinking" and heralding the benefits of owning an SUV that's 'bigger inside; smaller outside'.

WATCH THE SPOT

A number of all-too-familiar scenes with impractical SUVs struggling in everyday situations is juxtaposed with the CR-V's parking and packing abilities. A re-recording of the Broadway classic 'Anything you can do, I can do better' further emphasises the benefits CR-V has over other SUVs.

Says Leo Burnett, Melbourne executive creative director Jason Williams: "A launch of a vehicle like the CR-V was an irresistible opportunity for us to highlight some of the strengths it has over its competitors. After all, who hasn't been stuck behind a tank-like SUV as it tries to park, or witnessed the struggle in the Ikea car park when someone's flatpack is bigger than their boot space."

As one of the most competitive and fastest growing automotive segments in Australia, the SUV market is a core category for Honda. With its sleek new design, enhanced driving dynamics, superior functionality and competitive pricing, the all-new CR-V embodies everything Honda is renowned for.

Says Kevin Lillie, senior marketing manager Honda Australia: "This is a huge launch into the fastest growing segment of the Australian car market. It's the beginning of an exciting new chapter for the Honda brand, and the beginning of a great partnership with Leo Burnett. The new CR-V campaign provides us with a platform to reconnect with Australians as it unashamedly captures the essence of what Honda is known for in this market."

The TV and cinema campaign is being supported by national magazine insertions, digital and in-dealer activity.

Executive Creative Director: Jason Williams
Creative Group Head: Andrew Woodhead
Senior Copywriters: Andrew Woodhead, Sarah McGregor
Senior Art Director: Justin Nagorcka
Producer: Georgina Toole
Production Company: Good Oil
Director: Matt Murphy

Source: http://www.campaignbrief.com/2012/11/honda-launches-new-the-power-o.html

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