Honda uses the Droste effect to create a dizzying, never-ending loop in the latest TV campaign for its CR-V model car.
Mcgarrybowen created the spot, which is called "the endless road" and breaks on TV in the UK today (7 April).
The ad opens with the Honda car driving along a winding
mountain road. The camera zooms in and the same scene is repeated over
and over as the voiceover explains, "the road to better never ends".
This is the third campaign that Mcgarrybowen has created for Honda's CR-V. Its previous piece of work also relied on visual trickery. It was called "illusions" and won a bronze and a gold Lion at Cannes in 2014.
Jemma Jones, Honda’s senior marketing communications
manager, said: "Following last year's successful ‘illusions’ campaign,
we were confident in Mcgarrybowen's ability to launch the latest version
of our flagship model, the 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"
The new campaign was created by Charlotte Watmough and
Holly Fallows, and directed by Chris Palmer through Gorgeous. Starcom
was the media agency.
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