The ‘Endless Road’ film – which is the follow up to Honda’s Illusions TV ad, the winner of a Gold Lion at the 2014 Cannes Lions – features a Honda CR-V chasing a spiraling road that never seems to end, with the tagline ‘Better Efficiency, Economy, Performance. The Road to Better Never Ends’.
The ad’s accompanying YouTube film, meanwhile, has an infinite length making it the world’s first ‘never-ending’ YouTube film, according to Honda.
The film, designed by mcgarrybowen and set to the song Twisted Nerve from Quentin Tarantino’s Kill Bill film, uses real-time data to visually reflect the time of day and weather of a user’s location.
The personalisation feature has helped to create a ‘groundbreaking creative’, according to Jemma Jones, senior marketing communications manager at Honda.
“The ‘Endless Road’ delivers against our rich advertising legacy, and will turn heads this spring,” she boasted.
Honda will be hoping that the digital campaign, which includes television, print, outdoor and digital display, can reverse flagging sales.
In the UK, Honda sold 53,544 cars of all models last year, a fall of 3.8% on the previous year. Analysts have attributed the decline to a lack of new Honda models.