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Accord Crosstour : Honda Super Bowl Ad

As one of the most-watched TV programs of the year, the Super Bowl is the ideal environment to prominently draw attention to Honda's all-new Accord Crosstour. Airing during the fourth quarter, the 30-second spot features an animated squirrel with an insatiable appetite for "squirreling away" all things cargo, set to the tune of "Funky Stuff" by Kool & The Gang. "Squirrel" is part of an integrated, multiplatform advertising campaign developed by Honda's long-standing agency of record, RPA, to support the vehicle launch.

The series of Accord Crosstour spots ("Instruments," "Box," "Snow Trip," "Squirrel"), produced by Elastic, rely on atypical, pronounced polygonal animation and rhythmic music to showcase the all-new Honda Accord Crosstour, an alternative to the SUV/CUV category.

"The style of the work really comes back to the Crosstour itself. It's a modern solution. It gives you a lot of storage, but it doesn't look or drive like other things out there. We wanted the visual style of the advertising to reflect this. So right away, you know that something new is going on here," said Pat Mendelson, SVP, creative director at RPA.

Spots aired during high-profile, high-engagement network prime, sports and cable programming, including the championship game of the Bowl Championship Series on ABC, Super Bowl XLIV on CBS and the 2010 Winter Olympics on NBC.

Source: Honda News

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