Honda will become the first brand to create a ‘never-ending’ You Tube film as part of an integrated campaign to launch the 2015 Honda CR-V.
The campaign known as ‘The Endless Road’ aims to promote a variety of engine, design and technology improvements found within the 2015 Honda CR-V, whilst visualising Honda’s never-ending quest to create their most advanced CR-V yet.
‘The Endless Road’ launches April 7th, and is a fully integrated campaign, including print, outdoor and digital display. It is all shot by Nick Meek and led by creative agency, mcgarrybowen London.
The world’s first ‘never-ending’ YouTube film will be available via the HondaVideo YouTube channel and has transformed their television ad into an endless film, bespoke to the user and seamlessly personalised via real time location data. From launch the film will always be running, visually reflecting the time of day and weather of your particular location.
In parallel, Honda’s television commercial employs a hypnotic visual illusion to demonstrate Honda’s endless pursuit of better. The Honda CR-V is seen chasing a spiralling road that never quite seems to end, the CR-V moving through a world within a world - all infinitely looped together to mesmeric effect. As the campaign end line states “The Road to Great is Endless”.
The campaign was filmed using a one tenth scale model created by famed set designers The Magic Camera Company, with a custom motion control rig used to capture this unique illusion all in camera.
Jemma Jones, senior marketing communications manager for Honda says:
”We were confident in mcgarrybowen's ability to launch the latest version of our flagship model, CR-V, with groundbreaking creative that lives up to our rich advertising legacy. The Endless Road delivers against that promise, a pioneering campaign set to turn heads this spring”.