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.

http://creativity-online.com/work/honda-perfect-fit/43001