London – Honda’s latest advertisement goes on forever, in a good way.
Created by London agency mcgarrybowen, The Endless Road uses an M. C. Escher-style optical illusion to make it seem as if Honda’s new 2015 CR-V is circling on a never-ending road. The campaign pushes the Japanese automaker’s vision of itself as a groundbreaking design firm, using the slogan ‘the road to better is endless’.
For all its claims to endlessness, the tv version of the advertisement is constrained to a mere 55 seconds. The YouTube video, by contrast, can go on literally forever. Viewers can enliven the sight of the car circling the infinite track by changing the background weather to reflect conditions where they are, using real-time global weather data.
The Big Picture: The Endless Road draws on Frustration Marketing campaigns such as Virgin’s six-hour advert and blends with Honda’s trademark haptic illusion and a dash of transmedia music video. It is truly an on-trend campaign.