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Each is brought to life by young female actor, Krew Boylan, in a tongue in cheek play on the ‘interchangeable 20-something’ women often depicted in the small SUV category. The actor and the HR-V may stay the same, but each spot is completely different, with Krew transforming into a new and interesting persona every time. The move came after initial insights from customers showed a craving for something that reflected them more authentically and differed from the generic 20-somethings in the prime of their lives, driving through city streets listening to music or sipping lattes. It is an evolution of the 2017 brand campaign and purpose ‘You are at the centre of everything we do’. Scott McGregor, general manager, customer & communications for Honda said, “We were determined to demonstrate the human, personal side of car ownership and set ourselves apart in the category. This launch showcases how the HR-V stands out as different, by fitting into your unique life.” To create the campaign, hundreds of real stories were gathered from Honda drivers across Australia. Some funny, some downright weird (who knew so many people proof bread in their car?). Some of the best, including hoarders of hard rubbish, mid-afternoon snoozers and ingenious dog owners were among those chosen to be immortalised. Jason Williams, CCO Leo Burnett, said, “We wanted to tap into real-life, relatable stories about how people use their cars. The sometimes unglamorous, insightful, funny moments.
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