Each spot, based in three distinct environments (e.g., on a downtown rooftop, a park, the beach), opens on an Insight driving and quickly reveals, through a forced-perspective technique, additional Insights and people populating each location. As the spot progresses, more and more Insights and passengers are revealed until each location is filled with Insights. In addition, the creative assets feature a plant-leaf graphic found within the Insight. In the vehicle, the graphic is used as a unique fuel-economy scoring function to provide feedback on driving efficiency and performance.
“We wanted to capture the design intent Honda set for the Insight—an affordable hybrid,” said Joe Baratelli, SVP, creative director, RPA. “We wanted the spots to be optimistic, inclusive and happy.”