Honda - "Dress For It"

Draftfcb Melbourne

Draftfcb Melbourne Melbourne, Australien

891210

Marke: Honda
Länder: Australien

Werbende: Honda Motor Co., Ltd.

Titel	Dress For It
Agentur	Draftfcb Melbourne
Kampagne	Dress For It
Werbende	Honda Motor Co., Ltd.
Marke	Honda
Posted	Februar 2007
Produkt	CR-V
Geschäftsbereich	Autos
Story	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.
Philosophie	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 hasnt really been done before in this category.
Medientyp	Fernsehen
Länge	45 seconds
Art Director	Mick Bakos
Texter	Eric Blakeway
Filmproduzent/Produzent	Catherine Chapple
Regisseur	Patrick Hughes
Etatdirektor	Chris Ivanov
Creative Director	Scott Lambert
Etatdirektor	Stephen McLardie
Texter	Romani Mieszkowski
Art Director	Mikey Tucker
Agency Producer	Karina Wright
Produktionsfirma	@radical.media
Post-Produktion	Animal Logic
Tonproduktion	Level Two Music
Tonproduktion	Risk Sound