Santa Monica, Calif., Jan. 11, 2012 - An integrated advertising campaign supporting the launch of the all-new Honda CR-V begins today, featuring six national TV spots and a unique online destination at http://leaplist.honda.com. Developed by Honda's long-standing agency of record, RPA, the robust campaign encourages consumers to conquer their aspirations before transitioning into the next phase of life by completing their own "Leap List," while also communicating how the CR-V can help achieve each and every task.
The stylish CR-V is the perfect size for the active, hip target audience transitioning between their carefree twenties and their more grown-up, focused thirties—those who still want to hike the Appalachian Trail, but may also decide to get married or start a family soon. The campaign captures the fun, inclusive spirit of the Honda brand while showing off the versatility of the vehicle that makes it easy to accommodate passengers and gear for whatever each day brings on. CR-V technological features like SMS text message functionality (allows incoming messages to be read aloud through the vehicle's audio system) are also highlighted, as well as the class-leading gas mileage.
"Honda is a brand leader and CR-V is the standard-bearer for small SUVs with a sleek design, affordable price, great technology features and fuel efficiency," said Tom Peyton, Honda brand manager, American Honda Motor Co., Inc. "The 'Leap List' campaign captures CR-V's adaptability as the perfect vehicle for a wide range of life phases whether road-tripping with friends or taking the family on an impromptu outing."
Users can create and share their own "Leap List," a personal checklist of everything you want to do before everything you have to do at http://leaplist.honda.com. After completing their list, users can enter the CR-V Leap Year contest or learn about the CR-V. The site also encourages users to share their "Leap Lists" via Facebook.
"The campaign captures the go-anywhere, do-anything capabilities of the redesigned CR-V," said Joe Baratelli, EVP, ECD at RPA. "The social aspect is designed to encourage people to make their lists, share them with family and friends, then go out there and get things done in the CR-V—it's the catalyst."
Two 30-second TV spots will introduce the campaign, "Proposal" and "Baby." Both spots open on the brink of major life events—a marriage proposal and contemplating having a baby—which prompt wandering daydreams to see Alaska's Northern Lights, go spelunking or complete a short film. A narrator says, "Before you make a leap, make your list, then get going." Three follow-up spots feature CR-V drivers living out their "Leap Lists": a girl getting to her car after running a marathon, a young man driving his grandmother to see her childhood home and two carefree young ladies galloping across all 50 states in their CR-V. A sixth spot (60-second) will break during Super Bowl XLVI on Feb. 5.
Spots will run on ABC, CBS, NBC and CW during prime-time programming, including "CSI," "Modern Family," "The Office" and "90210" and on cable networks as well as during the BCS Championship game. Branded entertainment tie-ins are slated as well, including an integration of the CR-V into an episode of "The Bachelor" (Mondays 8/7c on ABC). Additionally, on Bravo, the CR-V and Bravo talent star in a custom co-promotion. Both executions incorporate the "Leap List" theme in relation to the CR-V launch. Spots will also run in theaters.
Extending to online, "Leap List"-themed units are scheduled on CBSSports.com, Evite and Living Social.
Print ads featuring the headline, "Before I (get married/settle down/have kids), I want to . . .," will appear in various publications including "Entertainment Weekly," "Esquire," "People" and "Sports Illustrated." In addition to billboards in more than 25 key markets, building wraps in New York's Times Square and in Los Angeles adjacent to Interstate 405 will encourage passersby to consider their own "Leap List" goals.
A sponsored contest with "Us Weekly" will encourage readers to achieve a "Leap List" goal that is influenced by the celebrity lifestyle. The contest will be promoted in print and online. Celebrity judges will help choose the winner who will receive a dream-fulfillment prize package that will be documented in print and online.
Downloads:
Credits:
"Proposal" (first air: Jan 1, 2012)
"Baby" (first air: Jan 1, 2012)
Agency: RPA
EVP, ECD: Joe Baratelli
SVP, GCD: Jason Sperling
VP, CD/Art: Chuck Blackwell
ACD/Copy: Ken Pappanduros
Sr. Copywriter: Seth Prandini
Agency Executive Producer: Gary Paticoff
Agency Sr. Producer: Brian Donnelly
Production Co: RSA Films
Director: Brett Foraker
DP: Claudio Miranda
VP/Executive Producer: Marjie Abrahams
Line Producer: Betsy Blakemore
Head of Production: Elicia Laport
Production Designer: Tino Schaedler
Editorial Company: Final Cut
Editor: Adam Rudd
Producer: Jennifer Miller
Title Design/Visual Effects: MassMarket
Managing Director: Jay Lichtman
Executive Producer: Lexi Stearn
VFX Supervisor/2D Lead: Kim Stevenson
VFX Supervisor/3D Lead: Chris Sage, Chris Eckart
VFX Producer: Scott Siegal
Music Company: Andrew Kahn
"Grandma" (first air: Jan 16, 2012)
"Marathon" (first air: Jan 16, 2012)
Agency: RPA
ECD: Joe Baratelli
GCD: Jason Sperling
CD/Art: Chuck Blackwell
ACD/Copy: Ken Pappanduros
ACD/Copy: Damian Fraticelli ("Grandma" only)
Sr. Art Director: Jeni Stewart
Sr. Copywriter: Seth Prandini "Marathon")
Agency Executive Producer: Gary Paticoff
Agency Producer: Lyndsey Wilson
Production Co: Park Pictures
Director: Lisa Rubisch
DP: Jim Frohna
Executive Producer: Mary Ann Marino
Line Producer: Laure Stevens
Production Designer: Ron Hellmann
Editorial Company: The Reel Thing
Editor: Joe Beshenkovsky
Assistant Editor: Scott Dearborn
Lead Flame Artist: Moody Glassgow
Executive Producer: Doug Klekner
Telecine Company: Company 3
Telecine Artist: Stefan Sonnenfeld
Telecine Executive Producer: Rhubie Jovanov
Title Design/Visual Effects: MassMarket
Managing Director: Jay Lichtman
Executive Producer: Lexi Stearn
VFX Supervisor/2D Lead: Kim Stevenson
VFX Supervisor/3D Lead: Chris Sage, Chris Eckart
VFX Producer: Scott Siegal
Audio Post Company: Lime
Audio Post Mixer: Loren Silber
Music Company: Good Ear Music Supervision
Music Supervisor: Andrew Charles Kahn
"Marathon" licensed music track: "22" by Wakey Wakey
Print
Launch: January 2011
Agency: RPA
EVP, ECD: Joe Baratelli
SVP, GCD: Jason Sperling
VP, CD/Art: Chuck Blackwell
ACD/Copy: Ken Pappanduros, Damian Fraticelli
Sr. Art Director: Jeni Stewart
Sr. Copywriter: Seth Prandini
Illustrator: Eric Cash
Typographer: Jeni Stewart
Photographers: Joe Carlson, Smith&Nelson
Digital Artist: Jeni Stewart
Leaplist.honda.com
Launch: 12/15/2011
Agency: RPA
ECD: Joe Baratelli
GCD: Jason Sperling
VP, CD/Art: Chuck Blackwell
ACD/Copy: Ken Pappanduros
Sr. Copywriter: Seth Prandini
Art Director Lead: Sarah Hass
Art Director: Daniel Lee, Noah Huber, Jeni Stewart
Program Director: Stuart Feinstein
Project Manager: Lian Jue
User Experience Lead: Pramit Nairi
User Experience Architect: Nuzi Barkatally
Junior User Experience Architect: Chuck McQuilkin
Developer Lead: Bradley Stone
Tech Director: Scott Westerfield
Producer: Lyndsey Wilson
Social Relationship Media Manager: San Tong
Interactive Marketing Director: Mike Margolin
