CDP’s campaign for Honda uses ’Famous Five’ theme

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.

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

model.



’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.



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