Cast of 'Live Every Litre' by Honda
In these days of flashmobs, crowdsourcing, and other clunky neologisms, many automakers have turned to consumers for their ads. Yesterday, we talked about Hyundai's "Uncensored" campaign, which bears more than a few similarities to Ford's "Swap Your Ride" campaign (among others). Now Honda has joined the fray with a European project called "Live Every Litre" that put big dreamers behind the wheel of the new, compact CR-Z hybrid.
The premise is pretty simple: earlier this year, Honda asked people across Europe to submit their "dream journey" to LiveEveryLitre.com. Of the 1,000+ entries received from folks across the Continent, five were chosen to have their dream journeys put on film. The documentary pieced together from those five narratives -- called "Live Every Litre", naturally -- debuts next Wednesday on the website.
Of the five stories, some are exactly the sort you'd expect to see in a campaign for a new, sporty ride. Case in point: one kid who drives to Lisbon to meet his fave band, Metallica. Another story follows a "guerrilla burlesque" artist to Paris, where she performs half-naked to Serge Gainsbourg on the streets of Montmartre. (Here's an NSFW clip of that, and some photos from our pals at Jalopnik. Note that the folks taking photos of her are tourists; blasé Parisians would probably be more interested in a "gorilla burlesque" artist.) And a particularly thoughtful storyline follows a World War II vet, who uses his CR-Z to visit the spot in Normandy where he landed on D-Day:
And for those who'd like a peek at the whole shebang, here's a trailer to enjoy during your Friday lunch hour:
It would be pretty easy to call this campaign derivative -- and many elements of it are. Heck, a social media-driven project populated primarily by good-looking 20- and 30-somethings? We think we've seen that a couple of times.
However, Honda, perhaps more than any automaker, has a great record of making films that feature its products without them becoming distracting. Put another way, Honda's projects typically have both a heart and a message for potential buyers, which is a sweet spot others don't always find. If it's half as good as the recent "Impossible Dream" commercial, we're completely onboard. We only wish the CR-Z were equally awesome.