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The Prize

Agency: 
Published/Aired: 
April 2011
Description: 

Every improvement on the 2012 Civic was designed to make it more fun. That same motivation translated to the public launch of the car.

Driving is fun again.

Advertising Agency: Dare, Vancouver, Canada
Creative Directors: Bryan Collins, Rob Sweetman
Art Directors: Eric Arnold, Mark Mizgala
Copywriter: Jarrod Banadyga
Illustrator: Desmond Montague
Additional credits: Mike Hasinoff, Wendy Moriarty, Giant Ant Media

Comments (18)

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Highest Rated

Dzsoi's picture
Dzsoi
Activity Score 8436

I think this is exactly the case: 0:23 -> "special prize inside" message on the box. Seems like a cereal promotion to me. I like it.

thedesignaddict's picture
thedesignaddict
Activity Score 5403

Nice work guys!

ofband's picture
ofband
Activity Score 83

Nice work :D Honda for life !

You can do it !

Reality Check's picture
Reality Check
Activity Score 2539

Essential? Not really. Fun as hell? Definitely.

alexander_bickov's picture
alexander_bickov
Activity Score 3279

Great work

KOWU's picture
KOWU
Activity Score 111

Chezy!!

CrackerJackWorks's picture
CrackerJackWorks
Activity Score 19367

no, Cheeriosie!! ;)

ronak.shah007's picture
ronak.shah007
Activity Score 29

did it really served the purpose 'Questionmark'

atb2005's picture
atb2005
Activity Score 13557

Fun? Sort of. Fun as hell? Absolutely not. Btw, do they show the furry monster commercial in Canada too?

La vie en CMKY's picture
La vie en CMKY
Activity Score 20

I definitely love the execution, the idea of the ambient is brilliant.
But the concept is identical to MiniCooper (I remember clearly a Mini coming out from a box like a toy).

dadada's picture
dadada
Activity Score 1720

nice !

Everybody is creative, be yourself.

iwannatalktosamson's picture
iwannatalktosamson
Activity Score 701

Fun stuff!
Nice work

bakamono's picture
bakamono
Activity Score 1002

What does it have to do with driving? At first I thought it was a cereal ad, then I thought the same thing.

because therefore it is

Bob.C's picture
Bob.C
Activity Score 1159

La vie en CMKY - see what you mean about the Mini, similar fun concept
http://search.it.online.fr/covers/wp-content/TBWA,_It_s_more_fun_in_a_...

The Civic seems a bit more playful and as an ambient I think that it's fantastic. As a launch campaign it seem a bit too static, would have loved to see the car come out of the box or used in a cereal ad (ok, I'm the kind of person that would tell honda to ship boxes of cereals with model Civics in to their dealers too)

kleenex's picture
kleenex
Activity Score 45319

Now where can I buy a box of cereal that will give a real drivable Honda inside????

AdBuzzer's picture
AdBuzzer
Activity Score 1174

I don't really get it. What is this action trying to communicate about Honda? For me it's a perfect event for a cereal promotion in which you can win the car.

thedesignaddict's picture
thedesignaddict
Activity Score 5403

If you don't get it, you're over-thinking it. The idea taps into the visceral excitement of something that you're anticipating. It's as simple as that.

bakamono's picture
bakamono
Activity Score 1002

There is no anticipation here, the car is out of the box everyone can see it. Now if it was coming out at random times then people would be like "Oh wow wth I did not see this coming, this is awsome" This is a half baked idea. Thank you!

because therefore it is

Dzsoi's picture
Dzsoi
Activity Score 8436

I think this is exactly the case: 0:23 -> "special prize inside" message on the box. Seems like a cereal promotion to me. I like it.

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