Video: Honda CR-Z ad gets crazy with the fog machine

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


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.

Share This Photo X