We don’t think we’re being picayune here. These ads for Honda seem really out of step with the times, especially for a brand that’s worked hard to tout its environmental leadership (remember Honda’s ‘environmentology’?). Honda shouldn’t be encouraging us to jump in our cars and drive for every l’il thing when we’re working hard to change an addiction to that very uneconomical culture of driving.
Seems to us the agency came upon a nifty little word play with CR-V becoming CRAVE and that struck all as a wonderful organizing thought. But why would Honda and agency elect to contradict the brand’s smart consumerism and responsible environmental position by urging folks to drive, drive, drive? From our POV, a super bad choice.
That’s our take. What’s yours?
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