The “Crave” campaign from RPA, Santa Monica for the new Honda CR-V is hot shit. I especially liked the spot that ran tonight during the Cowboys-Patriots football game where a CR-V is created out of some cookie dough. Really compelling visuals, neat message about the goodness of Honda and the like.
I like this :15 even better. Simple in visual and copy with a solid metaphor makes for a compelling spot that almost makes me want to get into a CR-V, except that it’s a CR-V. But I’m not the target and I can just see my Mom thinking “what a sweet little car; even if I ran it into the side of the garage like I have my past three cars, repairing the damage would be inexpensive and anyway the car looks just like chocolate-covered strawberry. I wonder if it comes in blue.”
And that’s advertising success in a bottle, if anything is.