Who better to talk about a brand than people who already love it and know it well? Honda recruited real customers to star in its latest commercial for the new CR-V Hybrid.
Honda Lovers are everywhere, from passionate collectors to daily commuters. Honda is just one of these love brands, the one that “run in the family” from generation to generation. So to promote the launch of its new CR-V Hybrid, Honda Motor Europe thought it could do better than yet another ad that lists features and push the same old marketing buzzwords.
Together with Sid Lee Paris & Hakuhodo West, Honda recruited real Honda customers across Europe to create a truly emotional message.
The campaign puts the spotlight on the people who love the brand, not on the car, to create a relatable message. Five lucky customers from France, the UK, Germany, Spain and Italy got their hands on the new CR-V Hybrid six months before its launch. And then they shared their first impressions, opinions and reactions, which in turn, became the base script for the “The Hybrid You Can Feel” campaign. Spreading the love from Honda Lovers, to Honda Lovers.
The campaign also includes additional content to enrich the experience on digital and social media, such as individual portrait films, introducing Christophe, Katharine, Pierre, Javier, and Francesca, to give viewers a more intimate look at the 5 ambassadors.
Honda Lovers portraits:
Title of campaign: “The Hybrid You Can Feel”
Client: Honda Motor Europe
Head of Marketing and Product Planning: Sandra Hughes
Marketing Communications Manager: Fabrice Estève
European Communications Manager: Jonathan AlleeAgencies: Sid Lee Paris & Hakuhodo West
Sid Lee Paris
Chairman/Executive Creative Director: Sylvain Thirache
President: Johan Delpuech
Managing Director: Bruno Lee
Account Director: Jean-Baptiste Destabeau
Account Manager: Nicolas Boivin
Copywriter: Güllit Baku
Art Director: Ludovic Gontrand
Head of Production: Thomas Laget
Producer: Sophie Megrous, Julia Flusin
Post Producer: Beatrice Cousin
Strategists: Ambroise Soulé
Corporate Officer: Ayami Nakao
Managing Director: Katsui Ryoichi
Strategist: Masahiko Iiyama
Account Director: Ren Masayuki
Account Manager: Chris Lewis
Production Company: Iconoclast
Head of Production: Jean Duhamel
Producers: Annabel Rosier, Sarah Blanc
Director: Manu Cossu
DOP: Mattias Rudh
Post production: Nighshift
Post producer: Paul Créhange
Sound design: Benzene
Producers: Momar Diop & Jonathan Ouanounou
Brand content – Production Company: Miles
Head of Production: Eliott Brunet
Producer: Eliott Brunet
Director: Serge Bondt
DOP: César Decharme
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