A Honda CR-V is not a Ferrari 250GT California. But you can't help but enjoy this homage to the 1986 movie "Ferris Bueller's Day Off."
What makes a tribute to truancy – in this case, an actor skipping a day of work – a fit for Honda?
RPA executive creative director Joe Baratelli told Ad Week that the agency decided to celebrate the redesigned Honda CR-V as a car for enjoying life, not just for running chores: "When we found out the timing of the launch of the CR-V, we felt it would be a great tent pole for the entire campaign, which centers around making a list of things you want to do before the things you have to do. 'Before you make a leap, make a list.'
The Santa Monica-based ad agency got Paramount, Matthew Broderick, and Todd Phillips on board. Phillips is a Hollywood director who's hit comedies include "The Hangover," "Old School," "Due Date," and "Road Trip."
The ad agency teased the new ad with a 10-second trailer, got buzz going on Twitter, and debuted the ad Jan. 30 on YouTube, which won it international media coverage (including this site). The YouTube ad had more than 3 million visits in the first 24 hours.
