The Honda HR-V Finds the Perfect Fit -- Even in a Stuffed Garage

Tidy 'Collector' Showcases Car Design

By Emma Hall. Published on Aug 12, 2015

Editor's Pick

Honda ingeniously demonstrates the line "Everything fits perfectly in its place" with a quirky and humorous U.K. film, set in a man's disorganized, filled-to-the-brim garage.

In the spot by Lost Boys -- the social and content arm of Digitas LBi -- a man surveys the chaos and clutter around him, and then sets to work tidying up. We see him find a place for every tool and every toy, measuring and sanding down all possible storage options, until he creates a space that exactly fits his new Honda HR-V.

As he drives the car into the garage, a wing mirror folds back to squeeze past a guitar, and then opens again to turn off a light switch. The sun roof opens and a ladder descends from the garage roof, enabling the driver to climb up and out without disturbing any of the items that have been so perfectly arranged to fit around the car.

Gav Gordon-Rogers, creative partner at Lost Boys, said in a statement, "Most garages are a nightmarish maelstrom of chaos. We like the idea of bringing to life the campaign thought, 'everything in its place,' by showing an ingenious transformation which is crafted to perfectly fit the HR-V, directly inspired by the design features and brilliant use of space within the car itself."

Directed by Cassidy Burcher via Passion Picture, the film is a teaser for the new HR-V model, which will go on sale across Europe later this year. It's designed to create buzz around the launch and to drive sign-ups among young families and empty nesters.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Aug 12, 2015
Lost Boys
Creative Director:
Gavin Gordon-Rogers
Creative Director:
Gemma Butler
Art Director:
Luke Crawford
Jenny Hughes
Creative Planner:
Harry Pugsley
Client Services:
Sarah Watts
Agency Producer:
Kyson East
Agency Producer:
Nikki Godley
Production Company:
Passion Pictures
Stephanie Zari
Cassidy Burcher
Set Design:
Blair Barnette

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.