Created by advertising agency RPA, Honda 2017 Super Bowl commercial promotes the completely redesigned and reengineered 2017 Honda CR-V, as America’s best-selling SUV celebrates its 20th Birthday. The spot was crafted using cutting-edge technology to bring the high-school yearbook images to life. Layering together the vintage photographs, 3D scans and footage from visual-effects enable each celebrity photo in “Yearbooks” to tell a story in a unique and mesmerizing way.
This is the third time CR-V will be featured during the big game, including the 2012 launch of the previous generation CR-V in a commercial paying homage to a well-known coming-of-age character in “Matthew’s Day Off,” and following the CR-V’s first appearance in 1997.
Scheduled to run in the first break during the second quarter of the big game on Sunday, Feb. 5, the automaker’s new: 60-second spot “Yearbooks,” takes viewers back in time through a look at the high-school dreams of famous celebrities before they were household names and the spirit that drove them to chase those dreams.
As the CR-V turns 20, Honda wants to remind viewers of “The Power of Dreams,” and how it has inspired the vehicle’s evolution into the best-selling SUV in America.
Honda has called on celebrities Amy Adams, Steve Carell, Viola Davis, Missy Elliott, Tina Fey, Earvin “Magic” Johnson, Jimmy Kimmel, Stan Lee and Robert Redford to introduce the all-new 2017 CR-V, 20 years after the popular SUV was first introduced during Super Bowl XXXI. Each celebrity provides insight into their journeys toward success, reflected through their high-school yearbook photos. Just as the CR-V was once the new kid on the block before becoming America’s best-selling SUV, all of the stars featured in “Yearbooks” began with a dream and the determination to achieve it.
“Since its introduction in 1997, CR-V has set the standard for efficiency, practicality and driving fun, becoming a customer favorite and taking the title as America’s best-selling SUV over the past two decades,” said Susie Rossick, assistant vice president, Honda Auto Marketing. “To celebrate the all-new, fifth-generation CR-V, we wanted to share inspiring stories that bring to life what we mean when we talk about The Power of Dreams.”
“The Super Bowl is the appropriate stage to introduce America to the bold and sophisticated new Honda CR-V,” said Susie Rossick, Assistant Vice President, Honda Auto Marketing. “With the largest audience and reach of any single television event, the Super Bowl is a platform befitting the CR-V’s status as the best-selling SUV in America, and the perfect place to celebrate CR-V’s 20th anniversary.”
The all-new 2017 CR-V is the fifth-generation model of the best-selling SUV of the past 20 years, and nearly 4 million CR-Vs have been purchased since the debut of the first-generation CR-V in 1997.
Following the big game, an integrated campaign continues the theme of achieving dreams through TV, digital banners, out of home, radio, print advertising and social campaigns. The big game campaign will also include homepage takeovers on ESPN, Amazon, and Yahoo!.
