Everything's Square (Except the Car) in Honda's Civic Coupe Spot

Ad Will Also Be Screened in Square Format, Until the Car Arrives

By Alexandra Jardine. Published on May 09, 2016

Editor's Pick

Everything -- people, dogs, haircuts -- is square in this ad for the Honda Civic Coupe, except for the car itself. The really clever part is that this even extends to the format. When airing on TV and in pre-roll formats, the commercial will be confined into a square format, which will then expand into full frame as the curvaceous Civic Coupe arrives.

The ad is by RPA and was directed by Michael Spiccia of Arts & Sciences. The campaign also includes print executions that will illustrate that "Curves are Better."

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May 09, 2016
Honda Civic Coupe
Executive Vice President, Chief Creative Officer:
Joseph Baratelli
Senior Vice President/Executive Creative Director:
Jason Sperling
Co-Creative Director:
Johnny Hardstaff
Senior Vice President, Chief Production Officer:
Gary Paticoff
Vice President, Executive Producer:
Isadora Chesler
Associate Creative Director:
Marcella Coad
Associate Creative Director:
Paul Fung
Vice President, Director, Business Affairs:
Maria Del'Homme
Executive Vice President, Management Account Director:
Brett Bender
Vice President, Group Account Director:
Adam Blankenship
Management Supervisor:
Rose McRitchie
Account Executive:
Chloe Seitz
Production Company:
Arts & Sciences
Michael Spiccia
Director, Photography:
Danny Ruhlmann
Executive Producer:
Marc Marrie
Managing Director:
Mal Ward
Head of Production:
Christa Skotland
Ben Scandrett-Smith
Ryan Radley
Union Editorial
Assistant Editor:
Otto Mertins
President/Managing Partner:
Michael Raimondi
Executive Producer:
Joe Ross
Visual Effects:
Alt. VFX
Barking Owl Sound
Executive Producer/Creative Director:
Kelly Bayett
KC Dossett
Color Correction:
Ricky Gausis
Color Assistant:
Dimitri Rajapakse
Color Producer:
Rebecca Boorsma
Executive Producer:
Meghan Lang
Lime Studios

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