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New Honda CR-V Raises Temperature With Elvis Burning Love

September 30, 2006 | Other
EPE now mentions the ad campaign for the All-New Honda CR-V too, with information behind the campaign. Here is the information from the official site:

A national advertising campaign for the all-new Honda CR-V begins Sept. 28 and one spot features a newly remixed version of Elvis Presley's, "Burning Love." The strategy developed by Honda's long-standing agency of record, RPA, focuses on the CR-V's all-new styling, inside and out.

"Since the campaign is all about cravings, we figured we couldn't do any better than Elvis and "Burning Love," said RPA Associate Creative Director Jim Real. "The new remix takes an already great song and gives it a bit of fresh energy."

The advertising targets young, active consumers who may be single or just starting their families.

Spots will air on top-rated programs, including the premieres of "Lost" and "Smallville" and the 30-second spot featuring Elvis will also run on movie theater screens across the nation in October and November.

"Because we were asking the CR-V to do things a real SUV simply can't do - wiggle like Elvis, - the best way to capture the idea of a craving was by taking a bit of creative license with the visuals. The CGI created by the team at FAD helped us achieve that, and the result is a cool, never-seen-before campaign that's sure to stand out on all the various media we've chosen," said RPA Associate Creative Director Rich Pass.

Trivia: If you pay close attention, you'll see that the vehicle's GPS map is zeroed in on Graceland.
Source:EPE - Elvis Presley Enterprises
MauriceColgan wrote on September 30, 2006
Burning Love is not one of my favourite songs by Elvis by any means but if it helps to bring Elvis to the attention of the young, so be it. Anyway I rode Honda motorbikes:-)Following on the heels of the BBC TV ad it seems Elvis will be verywhere....again! Hi Greg, Elvis just this minute came on Superman, the TV version, singing Heartbreak Hotel.. as I said before, talk of the Devil. Maureen watches it ...and Smallville:-)
sttos wrote on September 30, 2006
On the official Elvis Presley website they have a link to the commercial. The remix songs pretty good but i would like to hear the whole song and they keep going in and out of the vechicle.
MR61 wrote on September 30, 2006
I have one of these cars they are great just like the advert we should have more elvis on adverts.
Emiel Maier wrote on October 01, 2006
I think it is a very wise thing to release another remix, I think this version has potential! Bear in mind..., a major Elvis-release can only be done with the help of a big company who can spend a big amount of money on advertising. Without the help of Nike, and without the big exposure during the WorldCup Football, ALLC wouldn't be as big a success as it turned out to be. Now we see another big company like Honda that uses an Elvis record. In this case it would be wise to jump on the bandwagon! It is about time to shed some light into the subject and to stop guessing! It is time to ask Ernst Jorgensen whether BMG are in the progress of doing an Elvis Remix Album for the 2007 campaign. As far as I can remember he wasn't in favour of it a few years ago: it would be a waste of money. Have the powers that be changed their minds?
Elviz The Pelviz wrote on October 02, 2006
I agree with Emiel. A remixed single with the backing of a huge company would be an added advantage. I hope this versionn of Burning love would be released in order to get the attention of the younger generation towards Elvis. Lets hope it would be a precurser to a remixed Album in 2007. In my opinion remixed singles and an Album are needed to bolster up sales of Elvis in to even greater heights and to continiue the goodwork of ALLC, Rubberneckin and reissues of Elvis's No:1 hits.
paralyzed wrote on October 02, 2006
Yuck. Yuck to all remixing. Yuck to Elvis in advertising. The older generation of Elvis fans have lost touch with themselves. You guys had it right when you where young. Don't you remember mainstream is fueled by stale corporate types? Don't you realize they are the definition of square? It isn't necessary to remix the music for "modern tastes." It isn't necessary to try to make Elvis "hip and cool" to new audiences. No matter how hard these moronic advertisers try, they'll never have as much cool in their entire bodies as Elvis had in an effortless bat of the eye. What you all fail to understand is that the young audiences already know that. They sense how original and raw he was all the way through. Gumming up his image with trendy crap only hinders it and makes him on the level of all the others. We all get enough of the overproduced sounding garbage and nightmare advertisements. Do you realize young people are making more and more efforts to avoid advertising? It sickens us all. Keep Elvis out of stupid car commercials. Off of trendy radio stations. Fans will always find him and thank the stars for having done so. He was perfect. Perfect. Perfect.
Elviz The Pelviz wrote on October 03, 2006
Well, if it wasn't for Advertising, ALLC would not have been such a huge hit. The huge success of ALLC resulted in huge increase of awareness among the younger generation of general pop fans. It was a tremendous boost for Elvis No.1 Album and also would have helped the overall image of Elvis among the younger generation. Then again, as core fans we all know that Elvis Is the greatest and there is no doubt about that. But instead of resting on the past laurels every effort should be made to make Elvis hugely popular among the younger segment and thereby ensuring that Elvis remain as the highest selling recording artist Ever. Further, there is always the common misconception that Elvis is not worth the attention he deserves. It is well known that a guy from a older generation such as Larry King was so stupid as to ask from Frank Sinatra whether Elvis could really sing. Frank Sinatra was really suprised at this question and answred with an affirmative Yes. The point I am trying to make here is that Elvis is not treated in the same way as Beatles and others. Therefore remixing is a good way to make Elvis popular among the general record buying public. As for Advertising it is essential that such a remixed single should be backed by a huge advertising.
delnis wrote on October 05, 2006
Enough with the remixes and advertising. Enough with the crass commercialism. E was clearly fed up with the maniacal crowds, with the cheap, carnival atmosphere of the concerts and overall bad marketing, thanks to the ever-greedy Parker. Now Sillerman has taken Parker's place and the result is basically the same - just a different level, different time. Elvis Presley was who he was - a man with an extraordinary talent, style, charisma, and charm. There's no justification for E, his music, or his image to be "remixed" or changed in any way.
GEORGE (GK) wrote on October 05, 2006
Its a fun commerical, with a great song !! (Burning Love) Lets hope the remix gets released for us all to buy !! Of note when the tires of the Honda, moves from side to side.. to the music.. Girls scream, like its Elvis, moving his legs...and arms.. Its alot of fun !!
Elviz The Pelviz wrote on October 05, 2006
When Burning Love was released in 1972, it gave Elvis's popularity a tremendous boost among the youth. Lets hope the same thing would happen with the release of the Remix. This is an opportunity which the BMG cannot miss. I have not heard the remix version so far, can any of you tell me where I could listen to this song ? I just cannot wait to get my hands on it if it is released as a single. I am also happy that 77% voted in favour of a remixed album. However such an album should be released inconjunction with Elvis"s 30th death Annivesary. This is something which BMG must take note of. Surely it cannot ignore the trends of the market. Lets keep the flame of Elvis shining ever so brightly.
Greg Nolan wrote on October 10, 2006
This remix works just okay for a 30-second commericial, but as the remixer / DJ himself remarks on this site, it was difficult to get the separation of the tracks that he wanted, hence that "cut and paste" jumpy style. There's no way this remix is going anywhere, people. I liked "ALLC" and "Rubberneckin"' but even those had limited appeal in the US, compared to rest of the world. Elvis' days of true singles are behind us, just as are those of Sinatra, the Doors, the Beatles and other classic acts. Some interest can be goosed here and there, but this one Honda advertisement is a one-off and is just too limited to get airplay, let alone any real buyer interest in this the post-singles, download age. I like the "Spin-Out" remix much better, for those who've heard it, and that's not saying too much! Elvis' legacy is secure. I agree some folks still have bad images of him, but this is not the solution.
qwer wrote on October 10, 2006
the remixes have served no real purpose except to use his name for advertising, that's the bottom line. it's all in pretty bad taste. all it's about is sillerman and ms. beaulieu making all the money they can. elvis is gone and they can do anything they want. it's pretty sorry that they do it, but what's worse is that people who called themselves 'fans' let them get away with it by buying the crap. anybody that's spent money on the epe junk has no right to complain because they're part of the problem. don't buy it, they won't make money.
Elviz The Pelviz wrote on October 11, 2006
If we thought that Elvis's days as a singles artist were compltely finished, then none of the remixes and reissues of Elvis's No.1 hits would not have been released. Then Elvis and Beatles would still be sharing the record for most No.01 records instead of Elvis having an impressive tally of 21 hits. The 30 second remix of Burning Love cannot be relased as a single. That's for sure. Even a small kid would know it. However, the full song can be remixed on the same lines. Sure, these advertisemnts make money. BMG would have made lot of money by releasing the reissues of no.01 hits. But do not forget All released made the top five giving Elvis a new lease of chart life. Let anyone make money as long as Elvis make the charts in a big way. Nobody is in this business for charity.The reason why RCA signed Elvis in 1956 was because they knew he had the potential to bring money. They did not get him for charity or because they loved Elvis. Did the reissues prior to 2002 make even the top 30. I remember Suspicuous Minds barely made the top 30. However, with remixes it is different. A good remix always has the potential of making the top 10 and very attractive to the present pop market. People will never remember Elvis as a remix artist, theyb will always remember him as the King Of Rock n roll. However, nostalgia does not sell records. It is the empathy with the present market that sell records. Therefore, remixes will enable Elvis to be attractive to the present market. BMG can always release Elvis's original records to cater to his fans. But would they make any impact in the charts. The present market would not even notice these releases while the fans would be happy. But the happiness of core Elvis fans would not ensure Elvis's chart longevity. It is the happiness of the present market that matters the most. Actualy it is the only that matters.
JimmyCool wrote on October 11, 2006
Hi y'all! I Think you shouldn't critize the new remixes... some people like 'em, some people don't like it... Many young people got to know Elvis because of the remixed or by "Lilo & Stich" New smash hits are hits because they are played on clubs and people end up relating those songs with partying! That easy! You know, I'm just 24, and it make me so happy that people my age or younger know these remixes, some of them even know the moves! It gave me goosbumps when I saw people dancing A Little Less Conversation on the dance floor so many time a few years back here in Chile! We need a Remix Album as soon as possible... May I suggest more movie songs such as "Let Yourself Go", "Spinout", "Stop, Look And Listen", "Speedway", "C'mon Everybody", etc. Unknow selections to common people, but with that catchy rhythm that could make big hits of them nowadays if they get remixed... by good remixed such as JXL (again)! So, you shouldn't complain about the remixes... if you don't like them, don't buy them! Just easy as that... In my case, I'm sure would buy a good remix album... with cool remixes.. not the ones I found on the web or in bootlegs releases... those are cr*p!
Greg Nolan wrote on October 12, 2006
"Elviz the Pelviz": the singles era *is* over. In fact, the act of buying records, that is, CD's, I'd tell you to go over to "Tower Records" chain but they're going bankrupt... Pick up a copy of "Billboard" and read about how downloads have pretty much changed the way people hear music. It's quite hard to make even new (that is, still alive) artists get number ones, and remixes are by definition one-off, long-shots. The "ALLC" number one was a bit of a posthumous fluke. Sure, it put Elvis past the Beatles, but it's not like people even in 2001 in the US anyway were still buying that many singles. It didn't take much in sales to hit number one compared to the old days when the 45 rpm single ruled. And in the US, it got barely any air play. I liked that remix but it would be hard to match even that limited success. As Ernst Jorgensen has pointed out, he hit a brick wall with promoting "Rubberneckin'" : he couldn't *buy* time on even VH-1. "ALLC" (much bigger in Europe than in the US) benefitted from that Nike football (soccer) advertisment, but it mainly serves P.R. purposes. As the remixer states, he couldn't do the whole of "Burning Love" because of the "bleed" into Elvis' vocal mike. I'm not against having a little fun with the catalog. Let's just keep some perspective on where this is going.
Elviz The Pelviz wrote on October 12, 2006
People may download music from the internet. Therefore, the quantity of sales would definitly be affected. But that is not a problem which is unique to Elvis. This has affected all the artistes. So lets not waste our time with this issue which has become some kind of Global phenomenon. So as fans of Elvis, lets talk about how Elvis"s popularity could be maintained and increased with the present generation of youth. A number one is a number one, a top five will always be a top five irrespective of the number of units it has sold. Rubbernickin would not have sold as much as say "Its Now or never " in 1960 but it generated suffiecent interest in Elvis. It would be foolish to think that even a remix of Elvis would match the sales of singles when Elvis at his peak. What matters at this stage (full 29 years after Elvis's death) is to maintain his popularity with the younger generation with remixes. I know the success of ALLC would be a hard act to follow as it was backed by the NIKE advertising during a football world cup. It was not a posthumous fluke as one would suggest because the huge free publicity it got ensured the success of the single irrespective of who sang it. The success of "Candle in the wind" recorded by Elton John which was sung during Princess Diana funeral comes to my mind in this connection. The original song which was released in 1974 did not sell 30 millions copies worldwide but the huge shock and sympathy to the Princess, ensured the sucess of the single. Further, it would be extremely difficult to get the support of channels such as VH1 and MTV. Sure Earnst would have found a brick wall. But Rubbernecin did well in U.K and in the Singles sales chart (not the singles chart which incorporates radio air play) in U.S.A.(Even the reissues of the number one hits did very well in U.K., with all hiting top five, did VH1 play any of those in their channels, please lets all be positive) We cannot expect every remix to reach number one. But even if it reaches the top ten and top twenty , that would be satisfactory in that it would generate sufficent interest in Elvis among the present pop market. Who knows the 18 year old who would buy the remix would purchase an original album of Elvis just to know who this chap is.; The fact of the matter is he would buy the remix not because it is Elvis (he would not even know who this Elvis is)but because he would find the music trendy. Lot of young guys who would flock to discos would not even know to whose music they have been dancing, what matters to them is the kind of music. However, as I said earlier they would buy an original of Elvis if they find Elvis's music and voice attractive after listning to a remix. Lets face the facts. Nothing will replace what Elvis recorded between 1954 - 1977. He will always be the king. Not even a remix can compare to what he did during his peak. But as long as a good remix can generate interest among the present market in Elvis, and thereby making even a handful of them potential fans of Elvis's fans in Elvis's original music, it is a very effective way to make Elvis name popular among the present generation. Remember history will judge the number records an artist sells. It would not consider the number of Elvis dolls and memorabilia sold. So lets keep Elvis in the forefront of the pop market, as we all love Elvis.
Greg Nolan wrote on October 13, 2006
Again, Elviz, I do truly hope you are right in all your hopes and projections. I know many skeptical fans were won over in 2001 when "ALLC" hit big. But the history since than hasn't been encouraging. I think some measured steps and carefuly considered remixes might have "legs," but I really don't see a major "return to Elvis" movement, and trust me, as a guy in my 30's, I really would love to see it, but people in the youth-obssessed US anyway are very focused on living artists. The fact that Elton John was still alive mattered when his old hit "Candle In the Wind" resurfaced. And fair or not ,there's still a huge "alright already, isn't he dead?" attitude among to many in the US population who apparently were subjected to media saturation after his death and sadly have bought into the idea of him being a joke. I'd much rather see his catalogue carefully tended too, which a reduction in "slice & dice" "new" compilations and a new focus on keeping his classics in the stores -as long as they exist...
Elviz The Pelviz wrote on October 13, 2006
I dont think its fair enough to expect A Major Elvis movement after 29 years of Elvis"s death. I think it would be naive to think that even 100 great remixes would cause the same frenzy which Elvis caused in 1956 or 1970. However, what BMG should consider at this moment is to ensure that Elvis is in the charts and maintain his popualrity to some extent with carefully done remixes. As I said earlier, we cannot hope each and every remix would aceive the same success as ALLC, however each and every remix would help Elvis to extend his chart career and increase salea/awareness. Futher as for the attitude of the U.S. population regarding Elvis, I dont think we sould worry too much about that. ALLC and Rubberneckin did well in the U.S.Singles sales chart while faring poorly in the Radio Air Play factor. But the these remixes managed to increase awareness of Elvis. Even the Radio Air Play facor is in the hands of Radio Stations. If we cannot change their attitudes then thats it. As General Douglas McArthur said we must have the courage and wisdom to accept things we cannot change. However that does not mean we should have a negative mentality. The remixes did very well in Europe and other major record buying countries. Therefore, simply because the U.S population has a negative attitude of Elvis that does not mean we should close all shop and stop releasing remixes. At this stage it is very prudent to release remixes to maintain and increase awareness of Elvis among the general pop market. One of the major complain by Elvis's fans is that the market is flooded with Elvis's Greatest Hits packages and BMG is milking the same cow, over and over again. Therefore, a remix would be a welcome change even for the Elvis fan. I accept the fact everybody has the right to their fare share of views, but as an ardent Elvis fan, I sincerely hope BMG would continue releasing remixes atleast on Elvis related annivasaries such as death commorations.
Greg Nolan wrote on October 15, 2006
You make a good case, "Elviz The Pelviz," but I still say you ignoring recent history. Ernst Jorgensen of RCA/Sony/BMG has been quite clear that despite their hopes for the remix of "Rubberneckin' in 2003," they hit a brick wall with promotion and publicity attempts. All of which suggested that the stars aligned just right for "ALLC" in 2002. Let's face facts: dead artists eventually do *not* and cannot maintain the same chart presence forever, be it in sales or even cultural importance. They can fade into "legend" status, but as some have even said, it's not a given that 50 years from now that any 20th century acts like even the Beatles (who arguably currently enjoy a wider currency in some respects than Elvis, unfortunately) are going to have popular appeal by mid-21st century or next century. And that's fine: these are legendary acts with nothing left to prove. Unless you are a stockholder or executive for BMG/Sony or EPE, there's little reason to think the Presley recordings and estate have to make money forever. As fans, we cheer when the memory of Elvis Presley gets publicity even today, but what's the point? It can be done smartly and guys like Jorgensen and import labels like Madison are meeting that demand, but we should expect a lower profile Elvis from here on in. Anniversaries will bring some P.R. but it's never going to get to that same level. Nor should we expect it. We can quietly bring new fans along but let's be realistic about a shrinking fan base for an artist dead nearly 30 years. He's a legend: people will discover him for ages to come. And BMG is ultimately going to do what it wants to, perhaps with some more remixes (I'm not against it) but another smash? I wouldn't bet on it. I thoroughly enjoyed Elvis after 1977 up until 2002 and didn't need a "new" hit and I've seen many other new fans who came along long after I discovered him even prior to '02. The odds of a mass wave of Elvis interest, sadly, shrinks every year, or at least every anniversary. I don't mean to be so grim, but this is my take. Having said all that, I still think this is one of the best times for fans, what with FTD, great imports of CD and DVD, you name it.
Elviz The Pelviz wrote on October 16, 2006
I am not saying that the popularity of Elvis can be maintained for ever. It is just that remixes would work for the time being. Sure, so far no dead artist has maintained popularity. However, with Elvis it is different. It has been proved time and time again that his popularity can be revived. The same is the case with Beatles. I simply do not think Beatles will fade away with time. What they did was sheer poetry. People will always recognise that fact which is of course aided by the very effiecent promotion given by the record label. Further, I am not about a big smash. What I always said was the need for maintain Elvis's popularity with remixes. I know lot of peoples thoughts are inhibited by this "dead Artist mentality, but Elvis did have 18 top five hits including three in the top five. Those who wanted Elvis to fail since he was a "dead artist" may have been dissaponted but Elvis proved that those negative theories did not apply to Elvis. Further, I am a fan Of Elvis and not a member of EPE. Being a fan is the only reason I need to be to wish for the success of Elvis. Besides I am sure Elvis will always enjoy some kind of chart success even in another fifty years time proving yet again the negative theories of "dead artiste" pundits wrong.