Honda - "Dress For It"

Draftfcb Melbourne

Draftfcb Melbourne Melbourne, Australia

891134

Marca: Honda
Paese: Australia

Cliente: Honda Motor Co., Ltd.

Titolo	Dress For It
Agenzia	Draftfcb Melbourne
Campagna	Dress For It
Cliente	Honda Motor Co., Ltd.
Marca	Honda
Posted	Febbraio 2007
Prodotto	CR-V
Settore	Auto Nuove
Trama	Set in a lively urban street, the TV commercial feels more like a rock clip youd 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-Vs dynamic new redesign is revealed as the film clip reaches its climax.
Filosofia	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.
Problema	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 hasnt really been done before in this category.
Tipo di Media	Televisione
Lunghezza	45 seconds
Art Director	Mick Bakos
Copywriter	Eric Blakeway
Production Company Producer	Catherine Chapple
Director	Patrick Hughes
Account Director	Chris Ivanov
Creative Director	Scott Lambert
Account Director	Stephen McLardie
Copywriter	Romani Mieszkowski
Art Director	Mikey Tucker
Agency Producer	Karina Wright
Casa di Produzione	@radical.media
Post Production	Animal Logic
Sound Production	Level Two Music
Sound Production	Risk Sound