Honda 7 Day Test Drive
In 2009, The Morey Group and Elastic Lab were asked to conceptualize and produce a web series for American Honda Motor Company that would engage young consumers with Honda’s new models. The Honda 7 Day Test Drive provided cars to three lucky San Francisco drivers for one week in exchange for their honest opinions. Each driver would become our guide as they explored their car’s features, experienced road conditions, loaded and unloaded people, pets, and gear, and elicited reactions from friends over the course of seven days.
That April, three brand new Hondas — a Fit Sport, an Insight, and a Civic Si Coupe — were delivered to our drivers’ front doors. For the next week they shared their daily lives with us. We checked out their car’s new technologies, looked under the hood, traveled city streets and spectacular coastal roads, did mundane tasks like getting gas and loading groceries, met workmates, and went out on the town with friends. When the week was over, each driver’s thoughts were edited into 4 episodes: First Impressions, My Life, On The Road, and Final Review.
Elastic Lab wrote the creative brief and detailed shot assignments, recruited filmmakers, and provided all editing and graphics. The series aired on a proprietary Honda microsite.