First Things First
This print and TV campaign for the Civic Hybrid represents a number of firsts. The car was the first hybrid that didn’t look like one. (Hybrid powertrain in a standard Civic body.) The TV spot was first time I worked with my brother, who was First AD on the shoot. And the print ad was the first long copy I ever wrote, which is also relevant for another reason. When I presented the first draft of copy to my executive creative director, Larry Postaer (the P in RPA), he didn’t change a single word. His only comment? ‘Great copy, Jeff.’ I still cherish that.
