This ad by Leo Burnett Melbourne for the Honda CR-V Series II is certainly a horse of a different color.
That color is pink, the hue of a young girl's favorite horsy toy. When its head snaps off, the kid is heartbroken, and Dad does the only logical thing. He loads the kids into the family's Honda CR-V and heads to the fanciful Ranch of the Rainbow, home to real live horses of every conceivable hue. There's even turquoise hay in the barn!
Naturally, a magnificent pink steed is available, and our pint-sized heroine hath charms to tame the spirited beast. So, all ends well -- until the final twist, that is, which could lead to the family's, well, extinction (though probably not).
"The idea came from the insight that having children is its own adventure, and sometimes you have to go on a bit of a wild goose chase to appease the imagination of a young child," says Leo Burnett executive creative director Jason Williams.
Nicely directed by Goodoil Film's Hamish Rothwell, the ad includes a voiceover advising viewers to "Go with it," and the quirky spot is the first element in an integrated effort that includes cinema, outdoor and interactive elements.
It's a smart lead-off for the campaign and a colorful tale that really stands out from the herd.
CREDITS
Client: Honda
Agency: Leo Burnett Melbourne
ECD: Jason Williams
Creatives: Joe Hill, Garret Fitzgerald
Senior Agency Producer: Cinnamon Darvall
Group Account Director: Chris Ivanov
Senior Account Director: Jaime Morgan
Director of Integrated Strategy: Ilona Janashvili
Production: Goodoil Films
Director: Hamish Rothwell
Executive Producer: Sam Long
DOP: Crighton Bone
Production Designer: Guy Treadgold
Casting: Catch Casting NZ, Mullinar's Sydney
Editor: Peter Sciberras Method Studios
VFX & Supervisor: Colin Renshaw (ALT VFX)
Sound Engineer: Sam Hopgood - SoundLounge
Sound Producer: Lizzie Haussegger – SoundLounge
Client: Honda Australia
Brand Comms Manager: Melissa Altarelli
Brand Comms Specialist: Sarah Tolliday
Brand Comms Coordinator: Megan McDermott