It's hard to make the details of a car seem exciting in ads. Some brands do it by spelling out the information in booming voiceovers, while in this new spot Honda uses creativity and charm to get its message across...
Titled Perfect Fit, the ad by creative agency Lost Boys opens with a man confronted by the chaos of his garage, which has become overrun with tools, toys and the other ephemera of family life. He sets about putting it into order before the car arrives, complete with some surprising features of its own to help him on his quest.
The spot follows another for the brand last year, titled Inner Beauty, which aimed to emphasise the size of the Civic Tourer's boot. Whereas that ad was abstract in approach, this new film is more of a direct product demo, though by giving it a whimsical style reminiscent of movies such as Amélie or Hugo, director Cassidy Burcher passes on its message with panache.
And judging by these behind-the-scenes images, taken from Honda's website, it was no mean feat to execute – shot in a specially constructed garage set, filled with over 4,500 props, it required 30 crew members working over two days to complete.
More info is on Honda's site at honda.co.uk/cars/new/hrv-2015/overview.html.
Agency: Lost Boys
Creative directors: Gavin Gordon-Rogers, Gemma Butler
Creatives: Luke Crawford, Jenny Hughes
Director: Cassidy Burcher
Production company: Passion Pictures
Set design: Blair Barnette