Honda Gives 2017 CR-V Super Bowl Airtime
Big-Game Spot Features Celebs, Yearbook Photos, and First-Gen CR-V
Honda’s no stranger to the allure of Super Bowl Sunday. Last year, a talking dog and Freddie Mercury–wannabe sheep collaborated on the Ridgeline’s spot, while a wailing David Lee Roth helped the company promote its Acura division’s NSX supercar. This year, Honda will trade the musical stylings of Queen and Van Halen for some whimsical comedy, as evidenced by the ad for the 2017 CR-V.
Using celebrities’ old yearbook photos, Honda tells the story of how each of them came to be. Tina Fey, Amy Adams, Viola Davis, Steve Carell, Earvin “Magic” Johnson, Missy Elliot, Jimmy Kimmel, Stan Lee, and Robert Redford each offer advice in their own unique, humorous way, and the end message is predictable: Work hard, do your best, and be yourself. But Honda avoids being too trite by using those moving images (created by layering vintage photographs, 3D scans, and visual-effects footage) to humorous, unusual effect.
The CR-V only appears at the very end of the 60-second spot, appearing with a comic book–like version of the first-generation SUV. It’s a bold move for Honda to spend the vast majority of its very expensive ad without actually shucking a product, but such conceptual advertising has worked for the company in the past. If nothing else, Honda’s “Yearbook” is a quirky, entertaining way to spend 60 seconds.
Source: Honda, via YouTube