Honda CRV Dress For It

Honda is promoting the all-new, third generation Honda CRV 4WD vehicle in Australia with “Dress For It”, a TV ad featuring a man peeling off layers of clothing in the streets of Melbourne. The 45 second and 30 second TV commercials show the young man moving from suit to jeans, from tuxedo to beachwear on his way to his car. As he walks along the pavement, changing his clothes, he passes shoppers, buskers, cyclists, a Citroen, schoolgirls, a newspaper salesman and a tradesman before reaching the Honda CR-V. His girlfriend, it appears, has been on the same kind of journey.

Man wears striped shirt in Honda CRV TV ad


The final eight-second reveal shows the CR-V from several angles, at 180 degrees wrap-around steadicam shot, which in turn becomes a seamless crane shot. Set to the track “ Le Disko” by the LA-based electronica/indie/rock band, Shiny Toy Guns, the story highlights the fact that we all have different sides to our character, just like the Honda CRV 4WD vehicle. Click on the image below to play the video in YouTube

Man in board shorts in Honda CRV TV ad

Credits

The Honda Dress For It ad was developed at DraftFCB, Melbourne, by creative director Scott Lambert, copywriters Eric Blakeway and Romani Mieszkowski, art directors Mick Bakos and Mikey Tucker, agency producer Karina Wright, and account directors Chris Ivanov and Stephen McLardie.

Filming was directed by Patrick Hughes via Radical Media with producer Catherine Chapple, director of photography Robert Humphreys, and editor Adam Wills.

The visual effects team at Animal Logic, Sydney, included VFX supervisor/lead compositor Nicholas Ponzoni, compositor Howard Hill, assistant compositor Jodi Tyne, CG artists David Hyde and Tristan North, executive producer Jacqui Newman and line producer Katie Millington.

Music was licensed by Level Two Music, with sound mixed at Risk Sound.

Media Agency was ZenithOptimedia, Melbourne.

Girl with Honda CRV TV ad

The Honda CR-V “Dress for It” spot involved five weeks of pre-production to ensure a seamless-looking commercial that effectively communicates the idea that the CR-V is a car for all occasions.

Hughes chose Melbourne’s iconic Flinders Lane as the main location for the shoot as, “It has all the characteristics of a European city,” he says. All the same, he didn’t want the location to overshadow the car so, with the assistance of the team at Animal Logic, he included several unique elements to give the street a mysterious European look.

“To begin with, the street was a bit of blank canvas,” explains Hughes. “We had a lot of freedom in terms of populating the street with interesting characters, and objects”. More than 80 extras were hired for the shoot, taking up positions as stallholders, couriers, skaters and gangsters, among other things.

“The viewer is rewarded by discovering new things with each viewing,” says Hughes. “It works in a subliminal way and the layering effect allowed us to create a truly dynamic shot.”

The real art to the production was making it seamless, the changes of clothing is also remarkable. In order to achieve this, the production team spent several weeks testing the wardrobe and employed a seamstress who used a combination of press-studs, Velcro and elastic to facilitate the quick changes.

Man wears suit and tie in Honda CRV TV ad

Because the hero can’t physically wear four layers of clothing at one time, the shoot had to be split into two parts. It was Animal Logic’s brief to seamlessly composite the transition between two separate takes to make four wardrobe changes look like they took place in one take.

“The Honda CR-V ‘Dress For It’ ad focuses on live action, and it is supposed to look very much like it is one long take,” said Nicholas Ponzoni, Animal Logic’s Visual Effects Supervisor on the ad. “Therefore, as integral as the visual effects are to the success of the ad, it was crucial that they weren’t visible to the viewer.”

The greatest challenge of the project was tracking the hero and making his wardrobe changes seamless given that they were blending two completely different takes, which naturally provided small discrepancies such as the hero’s head possibly being in two different places in each shot or the pace of his stride differing slightly.

In addition to the 45-second ad, Animal Logic also needed to create a 30-second spot. This required using the same transition point, yet shooting a different ‘Part A’ and compositing it on to the existing ‘Part B’. This also involved a dynamic retime, which meant not speeding up the entire spot overall, but choosing moments to speed up without it being noticeable to the viewer.

Man wears black bow tie walking past Citroen in Honda CRV TV ad

Shiny Toy Guns We Are Pilots CD at Amazon.com

The “Le Disko” track was performed by Shiny Toy Guns on their October 2005 album “We Are Pilots”. Shiny Toy Guns are Carah Faye and Chad Petree (vocals), Jeremy Dawson (synths/bass guitar) and Mikey Martin (drums). See the Shiny Toy Guns MySpace site.

Shiny Toy Guns - We Are Pilots - Le Disko

Lyrics for Le Disko

Shiny Toy Guns - We Are Pilots CD at Amazon.comHello little boys, little toys
We’re the dreams you’re believing
Crawling up the walls
Running down your face
Razor sharp, razor clean
Feel the weapon’s sensation
On your back…
With loaded guns

B-section
Now hold onto me pretty baby
If you want to fly
I’m gonna melt the fever sugar
Rolling back your eyes

Chorus
We’re gonna ride the race cars
We’re gonna dance on fire
We’re the girls Le Disko
Supersonic overdrive

V2
So what’s it gonna take?
Silver shadow believer….
Spock rocker with your dirty eyes
It’s a chance gonna move
Gonna f*ck up your ego
Silly boy gonna make you cry

Bridge
If what they say is true…
You’re a boy – and I’m a girl
I will never fall in love with you

About the New Honda CRV

The new CR-V range is available in three variants – CR-V, CR-V Sport and CR-V Luxury. All three variants feature a 2.4-litre DOHC i-VTEC engine with 125kW of power (up 7kW over the previous car) and an improved Real-Time 4WD system for sure-footed handling on slippery road surfaces.

Engine torque is 218Nm, with a flatter torque curve than the outgoing model making for smoother acceleration and easier driving. Paired with the engine is the choice of a new six-speed manual or five-speed automatic transmission with a Drive-by-Wire throttle.

The third-generation is the safest CR-V ever, with all variants featuring Vehicle Stability Assist (VSA), front and side airbags with Occupant Position Detection System (OPDS), Active Front Head Restraints, ABS brakes and an Advanced Compatibility Engineering (ACE) body structure for greater safety protection in a crash. The CR-V Sport and Luxury gain curtain airbags.

The CR-V seats five and has a long list of comfort features, including cruise control, a tilt & telescopic adjustable steering wheel fitted with audio controls, MP3-capable CD player with AM/FM tuner and speed sensitive audio volume that automatically adjusts to match the speed of the car. All variants also have an audio input jack in the centre console for plugging in a personal MP3 player.

The CR-V Sport and CR-V Luxury both feature a sunroof, fog-lights and a six-stack CD-player while the Luxury also receives heated front leather seats.

The third-generation CR-V was made available from Honda dealerships on February 15th and has a recommended retail price beginning at $31,990.

  • Ian Mack

    Oh, and I’ve just seen the Honda ‘killer wasps’ ad trying for a wordplay on kilowatts. How dumb are these advertising people? Not a word about the car (that’s normal) and just another silly ad that goes absolutely nowhere.

    My son says this is all imaginative salesmanship (like you did Duncan earlier in this chat), but I can’t see what irrelevancy has to do with advertising.

    If I hired an Ad agency to sell my products, and they did so by imaginatively highlighting everything but my products, I would be rather out of sorts.

    So that puts the killer wasps Ad into second place in my great hall of fame for the world’s dumbest car adverts. The Ad with people tearing off their clothes is miles ahead at this stage.

    Creativity and imagination, surely, is about adding car sales by information. If you were a car salesman or woman on the shopfloor, and a customer came up saying “Can this car actually fit a baby elephant in the back seat”?

    What would you say?

    Advertising people are taking up far too much valuable space on this planet – undeservedly so.

  • sarah

    It’s a fanastic ad! The fellow changing his clothes is supposed to show that the car is also suitable for every occassion eg. the beach, a formal occassion, a shopping expo and 4WDing etc.
    Simple really. And the music is groovy fashionable to catch the marketed demographic.
    Overall – it seems effective however I not about to buy one!!
    Did anyone manage to find out who our hansome hero is?

  • Ian Mack

    Hhmn! So this is a car Ad not about the Honda CRV, but what you could wear when driving one.

    I think I discussed the style aspects long ago, but now I’m going to more carefully consider what image I want to project as I drive my humble old Mazda 323.

    I’m not as handsome as the male model, whose identity was revealed long ago too, but I’m glad Sarah (no insult intended) has resorted to the logical proposition ‘reductio ad absurdum’. Which means reducing an argument to the absurd.

    Who cares what people wear when in their Honda CRVs?

    Does the vehicle have an engine. If so, what is it? What new engineering has been incorporated? Are the ‘Bailey Channels’* better? Is there new technology? Why would I want one? Does it offer improved fuel economy? What makes it better than other manufacturer’s 4WDs?

    The Ad instead shows that CRV owners can wear whatever they like in their new purchases. Which is kind of stating the obvious!

    __________
    * This is a fun question true car buffs will get a chuckle from.

  • Ian Mack

    And now we have the new Mitsubishi ‘lifestyle’ offering.

    You know the one. There’s a BBQ, and luggage trundling along various roads. In the background is a portentious male chorus. Another classic music rendering made abhorent by usage in an asinine ad.

    The Ad is a ludicrous waste of time. It tells us nothing about the vehicle. At the end, we see a happy new owner polishing the Mitsubishi badge. What an idiot!

    Eventually, friends, the Australian advertising industry has concluded that you are a bunch of airheads who will buy cars because they might carry baby elephants. Car Ads that contain absolutely no information about the car are misleading and perhaps illegal.

    I currently have the money to buy a small, inexpensive new car outright. But on the basis of current TV Ads I have seen, there is nothing I can base a decision on other than ‘lifestyle’ considerations. I’ve been around long enough to know this just won’t work.

    As I’ve said before, the car manufacturers have signed off on all this rubbish. In the Mitsubishi case, they OK’d an Ad featuring a BBQ and luggage trundling along various roads. There wasn’t a word about their vehicle, but here was a portentious male chorus. Are they for real?

  • http://theinspirationroom.com/daily Duncan

    Ian you may want to leave something of your comment at my new post on the Mitsubishi ad. In the advertising world the ad you’re referring to is called an exercise in branding. Specific information on the Triton, Pajero and Outlander are available on the web site, after you’ve been assured that Mitsubishi is focused on cutting edge technology and top quality service. You’re right. You are not likely to find the information required to choose a car in a TV ad.

  • youre all pathetic

    Oh my god.
    Im trying to do this ad for school,
    and i notice a page full of comments about an ad?! Dont you people have lives? Its an ad, okay. you either like the car and buy it or you dont. Either way, theyre trying to sell something. You get sucked in, and buy it, or you shutup and switch channels. No need for this stupid riot.
    Im sorry i was too busy having a life to comment earlier :l sheesh.