VANCOUVER, British Columbia -- Following in the footsteps of the Civic and Fit ad campaigns, American Honda will continue to use animated graphics and fun when it launches the redesigned 2007 CR-V on Sept. 28.
The estimated $50 million campaign by RPA, also known as Rubin Postaer & Associates, will focus on cravings and how the crossover can satisfy them.
Two of the TV commercials focus on people's cravings for the beach and a good cup of coffee.
The beach spot shows various exterior colors as the CR-V tans throughout the day under the sun.
In the spot called "Coffee," the CR-V becomes a mug filled with coffee, mixed with cream.
"Certainly it was a happy coincidence that the letters CR-V happen to be included in the word (crave)," says Jeff Conrad, vice president of advertising for American Honda Motor Co.
One of the print ads focuses on snow. So if you're craving a day off, take the CR-V to the mountains for some skiing.
The tag line is: "Something new to crave. Presenting the all-new CR-V from Honda."
The commercials will run on broadcast network and cable TV. Outdoor ads will appear in the top 20 markets, and in-theater advertising will show on 21,000 screens. The crave theme also will appear on a new CR-V Web site.
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