Honda Launches Small Diesel CR-V with New Advertising Campaign

LONDON, October 16, 2013: Honda has launched a new advertising campaign to introduce its 1.6 litre diesel version of the popular CR-V.

The CR-V 1.6 i-DTEC is available in two-wheel drive with manual transmission and offers a surprising combination of performance as well as low CO₂ emissions (119g/km) and fuel consumption. The new advertising campaign aims to tackle preconceptions about SUVs by emphasising the unexpected qualities of the CR-V 1.6 i-DTEC.

The campaign uses the strap line "An impossible, made possible" and shows the CR-V 1.6 i-DTEC travelling through a series of optical illusions, each seeming impossible. Each illusion is shattered, making the link between the in-camera trick and the seemingly impossible qualities of the CR-V 1.6 i-DTEC.

Martin Moll, Head of European Marketing, Honda Motor Europe, says, "We are very proud of our latest campaign. With the CR-V we have always set out to combine the best elements of a car and an SUV. For the CR-V 1.6 i-DTEC, we have achieved a perfect balance between the efficiency of a car and the functionality and security of an SUV whilst offering great driving performance. This advertising campaign is a celebration of the innovation of the Honda brand which can make the unexpected happen through the ingenuity of its engineering."

The TV commercial created by mcgarrybowen London and directed by Chris Palmer at Gorgeous, is part of a fully integrated campaign.This is the agency's second launch for Honda since their appointment in July 2012.

Paul Jordan, Executive Creative Director, mcgarrybowen London, says, "This CR-V 1.6 i-DTEC challenges a lot of pre-conceived ideas about SUVs, so we wanted to make a spot where things aren't what they first seem."

The new CR-V 1.6 i-DTEC builds on the momentum of the successful launch of the 4th generation CR-V in Autumn 2012. Honda's Earth Dreams Technology 1.6 i-DTEC engine has been specifically designed for the European market. The CR-V 1.6 i-DTEC is built exclusively for Europe at Honda's production facility in Swindon and follows the Civic 1.6 i-DTEC, which was launched in January 2013.