The all-new 2023 Honda HR-V glows up—complete with a revamped new look. We wanted to leverage it as the perfect gateway vehicle from Honda for our target audience: Hispanics in the 24 to early 30s age range, positioning it as an accessible, fun to drive, and stylish crossover.
Knowing that our audience is entering adulthood and inherently versed in gaming and internet culture, our campaign “Unlock the Next Level of Your Life” focuses on relevant milestones they may find in this stage of their lives. From getting that desired first job to making big financial decisions, at that point, life can feel like a videogame. Fortunately, they can count on the HR-V to help them reach that next level.
To execute our campaign, we created TV spots, social media content, and digital assets. The creative is directly inspired by the tone and style of video games. In the TV commercial, our hero is driving the all-new HR-V through the streets and selects the milestones that are relevant to him, just like a video game character.
Social media videos reinforce the campaign. Using the well-known internet trend of “Choose Your Player,” the clips show our characters picking what they want to be and the goal they want to achieve—highlighting that the HR-V will be with them no matter what path they choose. The digital portion strengthened the message, motivating our audience to go after their dreams with determination.