Honda keeps mystery alive to promote all new Honda ZR-V in new campaign via Leo Burnett
To celebrate the launch of Honda Australia’s new medium sized SUV, Leo Burnett Australia has released a cheeky new campaign, ‘Keep ’Em Guessing’ that teases the fact that anybody could be driving the all-new Honda ZR-V model.
Celebrating the fact that because it’s a brand new model, the Honda ZR-V allows you to be an enigma, the campaign film introduces a troupe of curious neighbourhood characters all speculating on who the owner of the new Honda ZR-V parked in the driveway next door could be.
‘Keep ’Em Guessing’ will run nationally on broadcast television and will be supported by brand activations across owned, earned and paid channels including digital, social and OOH.
Says Belinda Cusworth, general manager – customer experience, Honda: “This campaign is an important one for the Honda brand as it is the first brand-new Honda nameplate to be launched into the Australian market in 20 years. We are thrilled to be launching the brand-new Honda ZR-V, complementing Honda’s strong SUV offering for Australian consumers. The arrival of this vehicle comes at a time where we are seeing such a shift to the medium SUV segment.”
Says Tommy Cehak, group creative director, Leo Burnett: “Car ownership is rife with stereotypes. It’s something we’re all conscious of when choosing our next set of wheels. That’s the beauty of the all-new Honda ZR-V. No one’s ever owned one before, so it doesn’t come with any of these preconceptions.”
Says Tim Woolford, group creative director, Leo Burnett: “We all know there’s nothing quite as fun as keeping a bunch of nosey neighbours guessing. We hope this gives people a relatable giggle, and at the same time, gets them as equally curious about the new Honda ZR-V.”
Agency: Leo Burnett Australia
Chief Client Partner: Amanda Wheeler
Senior Account Director: Georgia Coles
Account Manager: Jhennifer Padilla
Account Executive: Mark Chen
Executive Creative Director: Andy Fergusson
Group Creative Director: Tommy Cehak
Group Creative Director: Tim Woolford
Art Director: Chloe Herbert-Smith
Copywriter: Kevin Ma
Production: PXP
Senior Producer: Francesca D’Orazio
Digital Designer: Cindy Kuoch
Technology Lead: Kiki Lauda
Integrated Studio Designer: Amanda Teo
Digital Producer: Nara Lea
Media: Zenith
Production Company: MOFA
Director: Yianni Warnock
Executive Producer: Claire Perkins
Producer: Claire Perkins
Casting: Studio P Casting
DP: Jeremy Rouse
Production Design: Leah Popple
Editor: Graeme Pereira
Colourist: Edel Rafferty
Flame Artist: Jamie Scott
Post Production: ARC EDIT
Sound Design & Composition: MassiveMusic Sydney
23 Comments
Heh. Cute.
So-so script but nailed that execution.
Great work! The trifecta of “F’s”- fast, fun, fantastic.
Fun and playful ad for Honda, love the lobster man
You better be giving away lobsters suits with these cars
it’s an average ad.
So driving a Honda ZR-V is bad? What is this ad trying to tell me?
Who is this car for? Not even the manufacturer can say.
Very nice work. Classy.
This is far better than most car ads.
Well done
So the most amazing thing about this new car is you wont know who will drive it? Wow, solid strategy.
You wont know who will drive it because with its eye-watering design, it’s nearly impossible to see anything beyond the tears of regret from anyone unfortunate enough to be caught behind the wheel.
Most car ads are boring. This is not. Nice spot.
Nice one Yianni!
Nice work Amanda, Tim, Tommy and team. The lobster line delivery is perfect.
Different from ye olde spots driving around mountainous roads.
Good stuff Yianni!
Rippa. Love the writing especially.
“It just doesn’t make sense”
A few things confuse me.
Multiple obvious line gags rather than visual or performance humour.
Stunted direction and static shots without interesting art direction.
Question: who is this ad for? Who will want to watch it?
I really like this and well done team. Fresh for the category. Simple. For those who are confused, possibly too confused to work in our industry, it’s bloody obvious. Brief: This will make you look richer than you are. Leap: People will be wondering how you can afford such a car. It’s not rocket science. No need to pull down good work. 8.5/10.
agree. sad that this is viewed as good direction these days
I’d be upset if I was the client and only saw one still of the car in the driveway for the whole 30 seconds. Surely they could have worked out a way to show it being driven??
Not to knock an average ad, but it’s a huge backward leap from this: https://www.youtube.com/watch?v=DifVAWeftzQ&