Honda has rolled out an integrated advertising campaign in support of the launch of the all-new Honda CR-V in the US.

Photo: a snapshot from one of the Honda CR-V commercials, from www.trustcollective.com

Developed by Honda’s long-standing agency of record, RPA, the campaign features six national TV spots and a dedicated web site at http://leaplist.honda.com. Visitors are inspired to conquer their aspirations before transitioning into the next phase of life by completing their own ‘Leap List.’

Users can create and share their own ‘Leap List,’ a personal checklist of everything they want to do before everything they have to do. After completing it, users can enter the CR-V Leap Year contest or learn about the CR-V. In addition, there is an online discussion how the CR-V can help achieve tasks.

The new CR-V vehicle is designed to target active and hip audience that is adventurous and original by nature but may also decide to start a family soon. To attract attention of such people, Honda and RPA created a fun campaign showing off the universality of the vehicle. A special highlight is on CR-V technological features like SMS text message functionality that allows incoming messages to be read aloud through the vehicle’s audio system.

«Honda is a brand leader and CR-V is the standard-bearer for small SUVs with a sleek design, affordable price, great technology features and fuel efficiency,» said Tom Peyton, Honda brand manager, American Honda Motor Co., Inc. «The ‘Leap List’ campaign captures CR-V’s adaptability as the perfect vehicle for a wide range of life phases whether road-tripping with friends or taking the family on an impromptu outing.»

The campaign includes two 30-second TV spots will introduce the campaign, ‘Proposal’ and ‘Baby’. Both spots leverage the theme of major life events—a marriage proposal and contemplating having a baby, with a narrator comment, «Before you make a leap, make your list, then get going.»

Three follow-up spots feature CR-V drivers living out their ‘Leap Lists’: a girl getting to her car after running a marathon, a young man driving his grandmother to see her childhood home and two carefree young ladies galloping across all 50 states in their CR-V. A sixth spot (60-second) will break during Super Bowl XLVI on February 5. All spots will be supported by print ads featuring the headline, ‘Before I (get married/settle down/have kids), I want to . . .’

In the UK, Honda is running new campaign entitled Your Honda, Your Way.