31 Comments

really, REALLY nice. Lots of awards for this.
mark
2010-06-09 13:30:55

In two words: simple and lovely.
Particularly the ending.
James Greenfield
2010-06-09 13:36:06

Very nice.
John & Lands
2010-06-09 13:52:49

"I had to refer to the press release to figure this meaning out, though apparently the RBG colours also appear in the dashboard lighting of the car, changing with each driving mode."

As a piece of film this is beautiful. As an ad it is terrible. It says nothing. Sam Heath tells us the hybrid is fantastic to drive? Well then show us how fantastic it is in the ad! RGB will mean nothing to the people viewing this.

Don't get me wrong, as an Art Director I think the piece looks amazing and will turn a few heads. I just think it says nothing about the Hybrid and gives away nothing about how the colours reflect different driving styles.
Matt
2010-06-09 13:54:29

Great ad. What with that and the new Flake advert, it's all about the colour this week.

One thing that I find a little inappropriate though: the 'sport' edition of a consumer car. What sport is this exactly? Racing? Is that to be encouraged?
Daniel
2010-06-09 13:56:06

what does it look like with 3d glasses on?
lee
2010-06-09 13:56:48

It's okay.
Eddie Haydock
2010-06-09 14:08:47

I always look forward to the Honda ads but not convinced by this is it supposed to be viewed in 3D?
Craig
2010-06-09 14:09:31

I think it does perform well as an ad. First time i saw it i found it so compelling i wanted to watch it again. I think the payoff is better too when you understand the ad after the second or dare say third viewing. I just hope it's not a YT rip off - there's too many.
jon
2010-06-09 14:47:35

S'lovely. I really like the style of filming - the old-time feel contrasts nicely with the modern car. I'd agree that the RGB link isn't so obvious....but it still works. This ad certainly isn't as controversial as the Flake ad....the more daring, the more tendentious.
Victoria Archer
2010-06-09 15:00:27

does anyone know the significance of the sounds?

It sounds like they did something with the the car? like the sound you get when the window is open but really melodic.

was my favourite part of the ad for some reason.
Dave
2010-06-09 15:55:02

A bit fed up with this old 3d lookalike effect that seems to be the current trend in many adverts and music videos nowadays. First time that it's actually tied up with a concept though. Would have liked it more if they would have made it a year ago.
Markus
2010-06-09 16:09:56

Wow, so you CAN ***communicate*** car features in an arty or visually interesting way in a car ad, something other agencies doing car ads could learn from? I could imagine this ad being a quick-cut mess of different locations in the wrong hands:

VROOOOOM we're on the motorway (red)
HONK HONK look it's in the city now (blue)
VROOOOM again (red!)
HONK, VROOM.... (blue! Red!)
Whiiiiiisper (marketing people love whispering right?) (mmmmmm greeeen)

Maybe a bit of seatbelt percussion in the soundtrack too.


In short, nice to see something fresh, just makes me think car ads should all be Iike this - different to the last one you saw.
Spencer
2010-06-09 16:17:00

@Matt

Do any previous Honda ads "show us how fantastic it is in the ad"? Not really, they are about an attitude, a brand message/thought, a feeling you get when driving a Honda. Wanna know about the car being fantastic to drive? Go online, watch Top Gear, head down the dealership and try one out. This will make you A) Aware it exists B) want to know more and C) Think "Maybe it's kind to environment".
James Greenfield
2010-06-09 16:20:19

It's an okay post-modern TV spot. Not really sure why they chose such a heavyweight/veteran director to shoot that. Could have used any of the million or so other directors milling around Soho schlepping their show reels from pillar to post, who would have done just as good a job, better even. Oh well, it's a funny old game...

King Adz
2010-06-09 19:01:00

It's a good short movie, but terrible ad.
zikki majestic
2010-06-09 23:26:51

I couldn't agree with Mark (above) more. I love the look, and in isolation it's a lovely Ad. But it communicates a gadget, and as such feels like the gadget led the ad – not a core idea.

It stands up to the mediocrity of car ads out there. But fails as a Honda one.

I've gone into more detail on my blog: http://www.GrahamCreative.me/crz
Graham Watson – Art Director.
2010-06-10 11:48:24

Its always nice to see a different Barcelona. I recognized my city on the 1st shot (yellow traffic light + monument on Plaça Espanya).
eduard xandri
2010-06-10 22:18:20

I guess it only makes more sense when you see some more bits of the overall campaign. Lovely ad though.
Networking Events
2010-06-11 08:46:01

Really nice concept, everything comes together at the end and makes complete sense. Visual and has a good message. Lovely work as usual from W+K...
Dave - Graphic Design Essex
2010-06-11 10:45:41

beautiful, elegant, clear.

Great advertising
Ashley Pollak
2010-06-11 12:14:19

I just thought it was meant to be 3D... nice ad though
gareth
2010-06-11 12:15:41

...a load of depressing locations though a dirty windscreen. I don't want waves crashing on coastal roads, bird's eye mountain hairpins or sand flats to Enya, but this ad reminds me of how mundane, pointless and avoidable most of my driving is... perhaps I'll buy a holga and a good book and take the train.
Thomas
2010-06-11 12:27:35

It lacks the 'stand-up' innovation and cleverness with which previous Honda campaign work has upheld though?

More detail on this viewpoint: http://www.GrahamCreative.me/crz
Graham Watson – Art Director
2010-06-11 12:51:26

Well i have to say at first I was completely non-plussed. looks very nice but seemed like a very traditional car ad whizzing round corners supposedly looking sexy. It wasn't until the end that the reason for the stylistic RBG trickery became evident, that I re-apraised it and thought, hmmm yes that is indeed a nice way of showing a product benefit and essentially something that most other people would of approached in a much clumsier way.

So well done. Not a revolution but more of an evolution! OR not so much of a HONDA slap round the face as a gentle tickle.

Not sure it will have people fighting and running to the showrooms though.
Julian Harriman-Dickinson
2010-06-11 12:56:42

in 3d glasses looks same strange...magic, I want to see again and again...is it some secret code inside?
andrei
2010-06-11 16:25:18

The fact that people here are still asking themselves questions about the car in this comment section must be evident that this fails as an ad. On the flip side however it is indeed a gorgeous piece of film, along with the soundtrack, very atmospheric.
Steve
2010-06-11 18:14:40

W+K are so ahead of the game it's not funny. That dubstep/world cup spot, anyone??
Anthony Wong
2010-06-13 06:18:33

was it a drivers perspectived or the passengers perspective.. ... not sure... why did the video start from the no entry sign ????!!!!!! the music..!!!??? should I be horrified sitting in a honda!!
twitpter
2010-06-14 07:56:57

The three different modes I get. That each is associated with a driving method is lost on someone's ego. People who buy cars aren't going to purchase a Honda CRZ because of the meaning in this ad. They might buy because the spot seems futuristic.

Also, it's unfortunate that, at least on UK TV, Peugeot is promoting their RCZ, which is also a sporty car, but probably runs on mostly RED or maybe BLUE.
bigBlueMango
2010-06-16 08:53:20

Ok, but the car looks really UGLY! More tripe from WK and "Run of the Mill" Production Company.
jay shelley
2012-07-06 18:01:16

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