In an effort to promote Honda CRF motorbikes, the automobile brand released a series of comedic ads featuring compressed off-road cars. The print ads promote the rugged bikes by showing tough vehicles compressed into realistic two-wheeled vehicles. Each ad has a different off-road automobile transformed into a bike. The strange vehicles look like regular cars that were bisected and then repaired. Accompanying this visual is text that states "Off-road spirit on two wheels."
Honda's humorous ads were designed and executed by ad agency Y&R Brazil. The ad agency developed the ads with the goal of shifting the perception of trail motorcycles in Brazil. By showing rugged vehicles in the form of a motorbike, Y&R is implying that Honda's CRF line of motorcycles are just as safe and reliable as traditional automobiles.
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