Honda thinks that the Super Bowl is the perfect way to forget about recalls and faulty buttons and draw attention to the new Accord Crosstour. The spot will air in the fourth quarter of the game - arguably, it will cost a fortune - will last for 30 seconds and present an animated squirrel gathering “funky stuff” in the car’s trunk. In the background they play "Funky Stuff" by Kool & The Gang.
"Our newest Accord Crosstour spot, ‘Squirrel,' is intended to leverage media's largest stage to announce Honda's newest entry into the world of next-generation, sporty, crossover vehicles," said Tom Peyton, senior manager, national advertising, American Honda Motor Co., Inc.
All series of the Accord Crosstour spots - "Instruments," "Box," "Snow Trip," "Squirrel" - produced by Elastic are based on a polygonal animation and rhythmic music. The “Squirrel” will also be featured of the MSN home-page takeover on February 6, Fox Sports home-page roadblock February 7 and on YouTube masthead on February 8.
"The style of the work really comes back to the Crosstour itself. It's a modern solution. It gives you a lot of storage, but it doesn't look or drive like other things out there. We wanted the visual style of the advertising to reflect this. So right away, you know that something new is going on here," said Pat Mendelson, SVP, creative director at RPA.
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