Agency Network: 
November 2009


The first spot from the Honda Accord Crosstour campaign, "Instruments," relies on atypical, pronounced polygonal animation and rhythmic music to showcase the all-new Honda Accord Crosstour, a modern alternative to the SUV/CUV category. Noteworthy music, a remix of "Fever," helps the spot reveal how lifestyles and experiences, as well as the stuff needed to facilitate these pursuits, fit completely into the all-new Accord Crosstour.

"Instruments" and the forthcoming campaign spots began with a few pencil drawings and the directive to create a "look" that had never been seen before. This was accomplished by going the opposite direction of where computer animation is headed these days-instead of using super small polygons, these spots use large, pronounced polygons to create vibrant, memorable graphics. They're all about shape and shadow. Though larger polygons could imply retro technology, the lighting effects and movement in these spots are at a level of sophistication that could only be accomplished with today's computer technology.

Other additional credits:

Film advertisement created by RPA, United States for Honda, within the category: Automotive.

Advertising Agency: RPA, Santa Monica, CA, USA
Creative Director: Pat Mendelson
Art Director: Chuck Blackwell
Copywriter: Seth Prandini
Chief Creative Officer: David Smith
Agency Executive Producer: Gary Paticoff
Production / Design Company: Elastic
Director: Andy Hall
DP: Toby Irwin
Live Action Producer: David Wolfson
Executive Producer: Jennifer Sofio Hall
Designers: An Nguyen, Henry de Leon, Eunice Kim, Max Ulichney
VFX / Finishing Company: a52
CG Lead: Max Ulichney
3D Artists: Paulo de Almada, Ian Ruhfass, Christina Lee, Rick Glenn, Kevin Culhane, Joe Chiechi
Lead Compositor: Shahana Khan
Rotoscoping: David Hochstadter
Colorist: Angus Wall
Assistant Producer: Heather Johann
Producer: Sarah Haynes
Executive Producer: Jennifer Sofio Hall
Music: HUM
Arrangement by: Alex Kemp & Robert Lopez
Executive Creative Director: Jeff Koz
Creative Director: Alex Kemp
Executive Producer: Debbi Landon
Creative Director, Licensing: Tricia Halloran
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Prof's picture

there really is no concept. if there is one then its ridiculously shallow. i really like the style though, and the song gets me everytime. but anyways, too much cash for nothing to say and a pointless line.

Activity Score 1449
Copywriter |

Quite really.

funky_frogii's picture

bad ending but wonderful animation

Activity Score 2536
Graphic Designer at Graphic designer. |

Infected by a virus called CREATIVE | "And ya I Love Everything" |

satrianee's picture

I would not remember the brand name a week later, but would enjoy the clip again. Thanks... err... honda.

Activity Score 3746
jackmancer2017's picture

Nice art but it would have made sense if this was for the Nissan C-Note. Now... it just doesn't make much sense.

bootchec's picture

Indeed, this ad is a bit like premature ejaculation in masturbation. It does not make much sense either. Animation on the other hand is very good but too short as for my taste. I think that CD shouldn't have signed it off like that.
And the pointless crowd in credits doesn't help.

Activity Score 34
Chief Creative Officer at HellYeah!'s picture

great animation

Activity Score 134
Art Director at Green House at Ogilvy & Mathers, Paris / Miami Ad School
monchebeat's picture

the animation an sound are great!

Activity Score 114
Creative Director |


Guest's picture

Nice animation. But i'd forget the brand name either, a grey car seemed so less interesting than the colorful animation.

bsides's picture

whats the idea?

Activity Score 27
Venables Bell and Partners
gmint7's picture

just an ad that worked. nothing more.

Activity Score 2673
Art Director at ad grad @ S Francisco |


TheVuk's picture

Maybe its just me, but I cannot picture a jazz band or jazz fans buying this car. Furthermore I would like to know why so many cars designed for the American market are so atrociously ugly..

Activity Score 35
alexander_bickov's picture

Lovely polygon animation style

Activity Score 3281
lucdesaulniers's picture

Nice illustration, the remaining is bof, including the car that looks like an old c3 Mercedes

Activity Score 1145
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