The idea was to communicate some of the more innovative new features of the 2012 Honda CR-V, with specific focus on the SMS text message feature that allows the i-MID system on board the car to read incoming text messages out loud through its audio system. To record the spot we acquired a 2012 CR-V, synced it up with a cell-phone and actually fed the copy line by line through text message, recording the actual audio and voice of the car itself. The idea was that the CR-V could serve as its own announcer, now that it had a voice.