Park Picture's Lisa Rubisch for Honda CR-V

 

 

A new campaign for Honda CRV directed by Park Pictures’ Lisa Rubisch out of RPA, Honda’s longstanding agency of record, depicts young people getting stuff done and crossing them off their respective ‘leap lists.” In the commercials entitled “50 States”, “Grandma” and “Marathon”, twenty- and thirtysomethings use the versatile vehicle to achieve a variety of ambitious life goals. According to CRV microsite www.leaplist.honda.com, a “leap list” is a personal checklist of everything you want to do before everything you have to do.

           

The campaign also includes print advertisements and presence on Honda.com, social media including Facebook, a contest, a branded integration of the CR-V in an episode of “The Bachelor” on ABC, digital ads and ads in movie theaters. 

 

“Fifty States”, which aired on Super Bowl XLVI in select markets, features snap shots of young women who visit all 50 states, depicting American locations through the photos’ backdrops and the touristy tee shirts worn by the footloose travelers. “Grandma” poignantly follows a young man taking his grandmother to visit the house where she was born. A girl finally completes her first “Marathon” in the :30 of the same name, receiving a congratulatory voice text from her mom.

 

View 50 states at: http://www.youtube.com/watch?v=tlUAVlFhLqE&feature=youtu.be