by Karl Greeberg of www.mediapost.com
Honda is heralding the arrival of its U.S. market icon,
the 2013 Civic, unveiled at the Los Angeles auto show last fall. The
campaign, via long-time agency RPA, comprises four TV spots, one of
which debuted in the Rose Bowl on Tuesday. The new ads have "found"
video content to talk about entrepreneurial spirit of inventors
and Honda’s engineers. There are more than 10 different inventors
portrayed in the spots.
The effort, which also has
print and digital elements, mixes product messages with
the company's corporate mantra around innovation and continuous
improvement (the Japanese philosophy of Keiretsu). Three of the TV spots
are for the Civic Sedan, Si Coupe and Hybrid, respectively, and
a 60-second spot, which aired during the Rose Bowl, features all three
of the vehicles.
Ads show both ersatz and commercial
innovations (the Brompton folding bike, the laser
keyboard, the 4moms origami stroller) are paired with Honda's own
corporate content that tout the 2013 Civic, and the Honda racing
program, but also Honda's ASIMO robot, and the manufacturer's foray
into the wild blue yonder with HondaJet.
“We wanted
to not only showcase Honda's latest example of [its innovation
philosophy], but embrace the other...dreamers and
doers out there who share our way of thinking," said Jason Sperling,
SVP, group creative director at the agency, who adds that the campaign
is a kind of innovators "group hug.”
Ellen Kuras, who
was behind the lens for films like “Eternal Sunshine of the Spotless
Mind” and “Blow,” is director of photography, and the ads are set to the
music
of Santigold.
The agency says the new ads will air
during primetime rotation on ABC, CW, Fox, NBC, cable and during NBA and
NFL AFC Wildcard and Divisional games, as well as in
nearly 60 markets during the BCS Championship.
Honda
is also going with spot buys during the broadcast of the Grammy Awards
on Feb. 10 on CBS. The company will air the 30-second ads
in its 60 top markets during the show, and Honda will run a gatefold
print ad in “Entertainment Weekly” and a YouTube masthead takeover is
scheduled the day after the show.
Not least is a
social media vector to get people talking about the cars and the
innovations featured in the ads on YouTube, Facebook, Twitter, Pinterest
and Instagram to help create buzz
and curiosity around the innovations and the new Civic.
Print will run in ESPN The Magazine, Elle, Food Network Magazine, InStyle, GQ and People. Online ads
include home-page takeovers on Yahoo and MSN, full-episode streaming and within “March Madness on Demand” and “NFL Everywhere.”
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