CDP is launching a risque national press and poster campaign for
the Honda HR-V model, parodying the fun-loving style of Enid Blyton’s
Famous Five books.
A naked couple are shown leaping off the roof of their five-door HR-V to
join another couple in the sea. The copy reads: ’Five go mad in Newquay’
- making the car the fifth member of the group.
Additional innuendo-laden text, again in Blyton’s style, gives readers
an insight into the couple’s day out.
’The HR-V is a fun, lifestyle vehicle with a distinctive personality and
we wanted the advertising to reflect this,’ Stephen Hollings, the head
of marketing at Honda UK, said.
’The Famous Five creative idea, with its cues to care-free enjoyment,
seemed the perfect way to talk about it.’
The model will go on sale in the UK next month.
The pounds 2.5 million campaign breaks on 1 April, appears in national
newspapers, weekend supplements and the style press and will be backed
by a direct marketing campaign. It is intended to build on the fun
personality that was established in the 1999 launch of the three-door
’This is fun advertising for a fun car,’ Crispin Reid, the director in
charge at CDP, explained.
The campaign was written by Loz Simpson, art directed by Phil Forster
with photography by Ashton Kieditsch. Media planning and buying is
through CDP Media.
Last year CDP launched a pounds 6 million national television and print
campaign for the Honda Accord featuring the top-of-the-range sports
model, the R-Type.
The spot focused on the agility and handling of the car by showing it
out-manoeuvring bolts of lightening.