There are lots of things to like about the Honda Fit. But one feature in particular might present some issues while you're out there cruising for hours on the open road, Whitesnake blasting and the wind blowing through your hair.
We won't spoil the punch line of this spec ad, created by A2F Pictures in Minneapolis. But take a look below and enjoy. After the video, check out our Q&A with the director, James Rautmann, in which we ask just what, exactly, he was thinking.
AdFreak: What was the inspiration for this ad?
James Rautmann: The inspiration came from wanting to make an ad that used text to give the punch line in a subtle way. Create an ah-ha moment. Let the audience make the assumption on what is really going on in the scene.
Tell us a bit about how you came up with the idea for the plot.
I was returning home from a shoot, and long story short we had to move white wine to an empty two-liter bottle for a shot. When I arrived home, I had to carry the bottle in past my neighbors. It definitely looked like it was filled with urine.
My business partner Mark, who co-wrote the spot with me, was with me, and I remarked how funny it would be if we told my neighbors that we had just returned from a long road trip and let them think what they wanted to about what was in that bottle.
With the help of Phil Jones, who not only helped in the writing process but also beautifully art directed the spot, our approach to a fuel-efficient ad was born.
Do you hope to create more spots like this?
Like as a campaign? It's possible. I think overall the idea of creating a unique scenario that turns meaningless text into a joke is something I definitely want to keep pursuing.
CREDITS
Directed by James Rautmann
Written by James Rautmann, Mark Mazur and Phil Jones
Produced by Mark Mazur and Trent Hilborn
Executive Produced by Elizabeth Ryan-Govrik
Cinematography by Scott Regan
Art Direction by Phil Jones
Color and Finishing by Matt Collings at ditch
Production Sound by Nick Leisenheimer
Sound Design / Mix by Nick Christopulous
Talent: Eric Pierson
Song and Lyrics by Whitesnake "Here I Go Again"
Special thanks to Tracy Tabery-Weller and Chris Govrik
Production Company: A2F Pictures
