• Apr 16th 2010 at 1:30PM
  • 50
Click above to watch the video after the jump

There has been plenty of debate about the Honda CR-Z around the Autoblog water cooler. Does Honda's sport-inspired mild hybrid have the style, power (122 horsepower), sales appeal and fuel economy numbers (36 miles per gallon city, 38 highway) to make it a legitimate successor to the CRX? We'll have to drive the CR-Z to get the answer to most of our questions, and we'll have to wait for a few months after launch to see whether car buyers will welcome the mild little hybrid with open arms (and wallets).

One thing we do know for sure, though, is that the post-jump European Honda CR-Z promo has too much fog, too many lasers and way too many 1990s-style effects to be cool. That said, it beats the heck out of those bizarre-looking animated jazz videos used to market the Accord Crosstour. Hit the jump to watch the video for yourself and to check out the official press release.

[Source: Gaucho Productions via YouTube]
Show full PR text


Gaucho Productions, the London-based film and digital agency, has produced the launch film for the new Honda CR-Z. The 90 second film was commissioned by Honda Motor Europe, debuted at the international press launch of the CR-Z, and will be used for press and marketing across Europe, the Middle East and Africa.

The brief was to create an emotive film that captured the dynamic, aesthetic and environmental qualities of Honda's first sporty hybrid. Working closely with Honda Motor Europe, the Gaucho team developed the concept of a surreal drive. The narrative describes an epic journey that begins at dawn and continues through the night, during which the viewer's perception of reality is challenged by a fantastic mix of smoke, mirrors and laser light.

Directed by Ben Hume-Paton and produced by Kwok Yau, the film was shot over a day and two nights in southern Spain. Hume-Paton exploited a mix of HD cameras, including the Red Camera, to give the film its unusual look, while the team built mirrors and used high-powered lasers to create the special effects. Additional light trails and three-dimensional graphics were then added in London, England, together with a specially commissioned musical score.

Gaucho also produced a comprehensive B-roll package for the Honda CR-Z, including both studio and on-location high definition footage.

Alistair Weaver, managing director, Gaucho Productions: "The unusual concept of a stylish, sporty hybrid offered us a great opportunity to push the boundaries. Although this is a fantasy drive we wanted to make it look as real as possible, which meant creating our own laser light show on the Spanish coast. The Honda CR-Z is a fun, engaging car and we're confident we've captured its unique spirit in a film that challenges and entertains."

Laura Price, social media manager, Honda Motor Europe: "Gaucho have now produced a series of launch films for us and we're always impressed by their creativity, dedication and attention to detail. They're great to work with and it's always a delight to arrive on set and see our latest creation take shape. The CR-Z is a very important car for Honda and this film communicates our core messages in a stylish, innovative and successful way."

The film can be seen at www.gauchoproductions.com


Gaucho Productions

Gaucho Productions is an innovative film and digital production company based in Shoreditch, London. Founded in 2007, Gaucho created Honda Racing TV, Formula One's first online television channel. Other automotive clients have included ING Renault, Sky Motoring, Nissan, Jaguar and TTXGP, while extensive work for BSkyB has included personal fitness, finance and property films. Today, the Gaucho Films division focuses on high-level corporate productions, with Gaucho Broadcast concentrating on web and television work.

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    • 1 Second Ago
      • 5 Years Ago
      A real car could have used tire smoke.
      • 5 Years Ago
      Whoa! It can go 91kph!?!? This will be one of those cars I pass just after the freeway on ramp because they're trying to merge at 50 instead of 65...only the driver will have an excuse, it can't go any faster.
      • 5 Years Ago
      All the magazines that have drive the car, no one have bad report about it.
      Theres others options, leave this car in peace and the future owners to enjoy
      his car. If you dont buy this car Honda will lstill survive.
      • 5 Years Ago
      I loved the concept that Honda first released but the changes they made to the design have ruined the car for me. If it had some real performance numbers with that MPG maybe but as it stands now it is a car that could have been great.
      • 5 Years Ago
      This promo is reminiscent of a mustache-tastic ad from another Japanese car brand:
        • 5 Years Ago
        LMAO, that's more 'stachetastic than a Burt Reynolds+Tom Selleck love child.
      • 5 Years Ago
      why not get crazy with a decent engine. dead set on amortizing the R&D of your crappy IMA system? Great, leave the bs on there, but give it the SI's engine.

      building what amounts to a two seat golf tdi that's cheaper (in cost and design et-al) and slower (about just as frugal) I guess plugs some odd niche in the portfolio... wait no, looking at the fit, it's pointless.
        • 5 Years Ago
        you sir...are correct
        • 5 Years Ago
        I am crazy about the CR series by Honda, all awesome looking vehicles.....plz have a check on my site also and I would be grateful to the people posting their suggestions to http://www.thefundu.com
        • 5 Years Ago
        Driving gloves and having to insert and twist the key then push the start button = lame!!

        The ad was actually decent, except for when they showed the front of the car. Still makes me nauseous every time I see it.
        • 5 Years Ago
        Even if it had a nice, high-efficiency 4, it's still too big and heavy.
      • 5 Years Ago
      Forget the car, I want that song! Anybody know it? I'm replaying the ad just to listen to it.
        • 5 Years Ago
        According to Shazam: "SEVEN", by Thought Gang
      • 5 Years Ago
      People seem to mention the MPG a lot, but those are the EPA numbers. I would pander to guess that once it gets into reviewers hands real world mpg will be in the 50's
      • 5 Years Ago
      • 5 Years Ago
      This is funny. Not only are Honda car's designs getting uglier and uglier, but now their advertising is too. Good-bye Honda (I own a gen-5 Prelude and it'll be my LAST Honda!)
      • 5 Years Ago
      I give it Honda kudos for offering a hybrid car with a manual transmission. Other than that, this car does not appeal much to me. You can get better fuel mileage from a Honda Fit without the hybrid power-train, plus a manual, and 4 seats to boot. This car better be faster than it's spec sheet indicates for it to sell well.
        • 5 Years Ago
        0-60 in 9 seconds? What is the point of introducing a slower, less fuel efficient car to the market other than to say "we've got hybrids for enthusiasts- because it has a manual!!"

        Eco-awareness aside, I would definitely buy a hybrid or electric car just so I don't have to stop at the gas station as often as I do now (24mpg avg, 70+ miles round trip commute). But I would like that car to be more efficient than gasoline-powered offerings and just as powerful. A manual transmission would be great, but that's not a deal breaker.

        If I could afford one, I'd be in a Tesla Roadster! Speed and "fuel" efficiency.
        • 5 Years Ago
        "Some of us want sportiness to their cars"

        so the golf tdi's standard sport suspension isn't going to do it for you? What's the definition of sportiness? 3500lb hatch without a manual? naught to sixty at 6 seconds? Just trying to see why a current vw owner would cast aside one of the most entertaining frugal cars on the market.
        • 5 Years Ago
        "I would definitely buy a hybrid or electric car just so I don't have to stop at the gas station as often as I do now (24mpg avg, 70+ miles round trip commute). But I would like that car to be more efficient than gasoline-powered offerings and just as powerful. A manual transmission would be great"

        So, you'd like a Golf TDI which is more efficient than many gas powered offerings, just as powerful, and comes with a wonderful 6 speed manual and sport suspension standard... but let me guess, what it for 15k?
        • 5 Years Ago
        @ zamafir

        To be more clear to your desire to sell me on a diesel car, I am already sold! I wish to state clearly that I would have bought a GTD if it were offered because I want the same options, features, and looks of the GTI but with a diesel engine.

        The MKV R32 is sporty... you just gotta drive one and you'll change your perception. The DSG transmission's appeal did wear off, but at least my wife could drive it when she wanted. Different strokes for different folks.
        • 5 Years Ago
        Yes I would love a Golf TDI... but I wish VWoA would have brought over the GTD instead. Some of us want sportiness to their cars. I'm willing to bet I can average 50mpg in the TDI, essentially halving my fuel bill since Premium and Diesel cost about the same around where I am.

        But alas, that ship has sailed.. VWoA is only interested in catching up with Toyota in sales, not what drivers want... I thought it was "Drivers Wanted."

        • 5 Years Ago
        CR-Z gets better combined mileage (37) than any VW TDi. Much better city mileage - that is the problem with diesels. Plus their smog ratings are still bad compared to hybrids. AT-PZEV is pretty damn clean. CR-Z will be nice for zipping around the city - and shutting off at red lights (something all cars should do and probably will in the near future).
        • 5 Years Ago

        Sorry I failed to check the actual mpg rating and just assumed it would be worse than the Fit. No slander meant. I was really excited when the CR-Z was first announced... hybrid with a manual! So I thought, "Yes! I can drive like I do and save at the pump."

        But when there are ICE-equipped cars that perform better and nearing or surpassing the 35mpg mark, I wrote off this car. I wanted to like it; it just didn't work out.
        • 5 Years Ago
        I agree that the CR-Z doesn't seem to make sense on paper. But numbers are only part of the deal. I really wanted this car to be amazing, but who's to say it's not? Nobody has even driven it yet. It might be an amazing driving experience. I think a lot of people would agree that it's much more fun to drive a slow car at 9/10ths than it is to drive a fast car at 6/10ths. Not everything is about acceleration and power. As far as the less than amazing fuel economy is concerned, I think mid to high 30's is acceptable to most people. I drive 75 miles each way to work and average about 35mpg. That's a reasonable figure for me.
        • 5 Years Ago
        I've owned an MkV R32 for two years, I've tracked it a dozen times. I've driven it on 3,000 mile road trips on several occasions. I take it to my favorite canyon every weekend. I'm quite familiar with the MkV R32.
        • 5 Years Ago
        Last I checked the EPA estimates for the Fit are 27 city 33 hwy. I fail to see how the CR-Z's 36 City and 38 HWY rating are worse than that. and I realize that realistic mileage numbers will vary, but are also in my experience likely to be better than the EPA's estimates. I'm gonna wait to pass judgment 'til it's on dealership lots, and I've had a chance to drive one.
      • 5 Years Ago
      So the driver pushed the "sport" mode and the CR-Z jumped to 73 km/h. Not miles.

      Is that the top speed....?
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