Honda returns to visual trickery for CR-V campaign

Honda uses the Droste effect to create a dizzying, never-ending loop in the latest TV campaign for its CR-V model car.

Mcgarrybowen created the spot, which is called "the endless road" and breaks on TV in the UK today (7 April).

The ad opens with the Honda car driving along a winding mountain road. The camera zooms in and the same scene is repeated over and over as the voiceover explains, "the road to better never ends".

The soundtrack is Twisted Nerve by Bernard Hermann, the whistling song that was famously used in Kill Bill.

This is the third campaign that Mcgarrybowen has created for Honda's CR-V. Its previous piece of work also relied on visual trickery. It was called "illusions" and won a bronze and a gold Lion at Cannes in 2014.

Jemma Jones, Honda’s senior marketing communications manager, said: "Following last year's successful ‘illusions’ campaign, we were confident in Mcgarrybowen's ability to launch the latest version of our flagship model, the CR-V, with groundbreaking creative that lives up to our rich advertising legacy.

"The 'endless road' delivers against that promise, a pioneering campaign set to turn heads this spring"

The new campaign was created by Charlotte Watmough and Holly Fallows, and directed by Chris Palmer through Gorgeous. Starcom was the media agency.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content