Great, Greater or Greatest? RPA's new interactive ad for the 2016 Honda Civic allows you to send one couple on a series of escalating first dates.
The story stays the same through the three scenarios. Boy picks girl up, they drive the same roads and end up in the same places. The song remains the same but the details change.
They go from wearing jeans and T's, to business casual, to full on '70s prom. Their actions change slightly as well. They politely smile at each other at the boys music choice, in Greater they bop along, by the time we get to Greatest there is a tenor sax man providing tunes from the back seat.
"The typical online demo video is a valuable tool for someone who is getting close to buying a vehicle and wants to get a closer look at the specifics," Jason Sperling, executive creative director at RPA, told AdFreak. "And up to now, it's all followed a similar formula. By creating a unique piece of entertaining content that invites deeper levels of interaction, it makes it more than just a utilitarian tool for a select few. It makes it memorable, sharable and a worthwhile piece of content."
We feel RPA and Honda left a few details on the table. For instance it would of been a fantastic opportunity to demonstrate the Civics escalating trim content. An LX in Great, an EX or EX-T in Greater and a Touring in Greatest.
Regardless it's a cool effort to engage a younger demographic, Honda is counting on social sharing for the message to make the rounds. The content is clickable and sharable, but Honda should really consider making the video available outside of their website if they want to maximize reach.
Don't worry though, you can watch it here on 10th Civic Forum, in triplicate!