The New Honda CR-V Raises Temperature with Elvis Presley's "Burning Love" 9/29/2006
Do you CRAVE Elvis?
Ad Campaign for the All-New Honda CR-V
Celebrates Consumers Cravings and Includes New Elvis Remix

A national advertising campaign for the all-new Honda CR-V begins Sept. 28 and one spot features a newly remixed version of Elvis Presley's, "Burning Love." The strategy developed by Honda's long-standing agency of record, RPA, focuses on the CR-V's all-new styling, inside and out.

"Since the campaign is all about cravings, we figured we couldn't do any better than Elvis and "Burning Love," said RPA Associate Creative Director Jim Real. "The new remix takes an already great song and gives it a bit of fresh energy."

The advertising targets young, active consumers who may be single or just starting their families.

Spots will air on top-rated programs, including the premieres of "Lost" and "Smallville" and the 30-second spot featuring Elvis will also run on movie theater screens across the nation in October and November.

"Because we were asking the CR-V to do things a real SUV simply can't do - wiggle like Elvis, - the best way to capture the idea of a craving was by taking a bit of creative license with the visuals. The CGI created by the team at FAD helped us achieve that, and the result is a cool, never-seen-before campaign that's sure to stand out on all the various media we've chosen," said RPA Associate Creative Director Rich Pass.

Trivia: If you pay close attention, you'll see that the vehicle's GPS map is zeroed in on Graceland.