Orcí Debuts Creative For All-New Honda CR-V During Super Bowl 51

“Best Friends” campaign wants families to make the most out of their CR-V

Orcí, Honda’s agency of record for the U.S. Hispanic market, launched its creative for Honda’s all-new CR-V during Sunday’s Super Bowl 51 broadcast on Fox Deportes. The TV commercial titled “Best Friends” was developed under Honda’s ‘Power of Dreams’ strategy and is a follow up of the award-winning “Space for Dreams”, a previous CR-V spot created by Orcí.

The new 60-second spot tells the emotional story of a young boy and his mom adopting a puppy together. Over time the boy and his dog develop a fun and loving relationship with each other. The whole family comes together and helps to train the dog. One day they receive a call that changes their lives. In the final moments of the spot, it’s revealed that the months-long sequence of raising and training the dog has been so that they could give him away to another family, as a service animal to help a child with special needs.

In the spot, the CR-V plays an important role as the vehicle that allows the young family to achieve their goals. “Best Friends” shows off the CR-V’s new design as well as the features important to the Latino target audience, such as roominess, convenience, and an elegant style.

In the spirit of the campaign, Orcí is creating an online Pet Adoption Drive that will use social media to drive awareness of the 2017 Honda CR-V and the satisfaction of providing a home for a pet in need. This portion of the campaign will launch in March on Honda’s Spanish language social media handle @HondaLatino.

“It’s always rewarding to work on the CR-V campaigns. We can tell meaningful stories to our audience and hopefully inspire families to keep dreaming and help others realize their dreams,” said Andrew Orcí, the agency’s chief executive officer.


Client: American Honda
AVP Honda Marketing: Susie Rossick
Multicultural Marketing Manager: Gina Jorge
Senior Marketing Analyst: Monique Soto

 Agency: Orcí
ECD: Juan José Quintana
CD of Production: Allen Pérez
Strategic Planning: Luiz Salles
ACD: Santiago Rivillas
Senior Copywriter: Diego Andrade
Senior AD: Aaron Monroy
Account Director: Marina Filippelli
Account Supervisors: Paola Cervantes
Senior AE: Mary Gonzalez

 Production Company: Paraná Films
Director: Pucho Mentasti
Producer: Sebastián Leda
Postproduction Company: Jump
Editor: Erwin Fraterman    
Music by: Personal Music