Honda's most recent advertising campaign caught me off guard and blew me away. I've been a lifelong fan of anything creative, with some limits. If I find it creative, I stand and I applaud! Be it the new interfaces in the latest Honda Cars, Trucks, Vans and Hybrids, a new gadget, some new automotive technology, or in this case...Advertising. Advertising content is always a source of amazement for me in the realm of Creativity!
So check Honda's latest, fully integrated national advertising campaign for the all-new Honda Civic. The campaign started last month.
It is designed to demonstrates the idea that we are all diverse in many ways, e.g. life-styles, tastes, wants and needs. And here's Honda, stepping up with an answer and a solution for matching us to the right car. There's a unique Civic for each of us. There's a current market trend moving toward product personalization and the Civic is positioned to be the latest canvas for that trend in small cars.
You'll be captivated, maybe repulsed, nonetheless engaged in the TV spots. I was. You'll also be seeing more of the same in publications such as Elle, ESPN the Magazine, Maxim, PARADE, People, Rolling Stone, Time and Wired. There's no escaping the message in the media.
You'll be introduced to five outrageous characters and see the same five characters in all the magazine ads.
This is prologue, this is what we mean by 'making it fun' to buy a car. Stop in and get your photo taken with the lifesize 'characters'...they are all in our showroom, TODAY!
And you may even see the message going out in the theater, billboards, etc.
The theme is "To Each Their Own," there are five distinct characters. Each represents a different Civic model and shows that there's a Civic right for each person,no matter who-or what-you are:
- Cesar, the Champion Luchador, is somewhat of a celebrity. He's handsome, charming and a bit vain so he, of course, appreciates the Civic Coupe's sleek lines.
- The Monster, Teeny, is a bubbly and studious college coed. Her practical nature and frugal budget align with the fuel-efficient Civic HF model.
- The Urban Woodsman, Jack, lives in the city but is at home in the woods. He likes his Civic Hybrid for its great fuel efficiency, which comes in handy on his many trips to the great outdoors.
- The Ninja, Aiko, is cute, innocent and deadly. A martial-arts phenom who's partial to red licorice and arcade games, she pairs well with the high-energy performance of the Civic Si model.
- The Zombie, Mitch, is a salesman who's into high-tech gadgets. His Civic Sedan is loaded with options like Bluetooth HandsFreeLink and navigation system with FM Traffic.
The All New Civic is a seamless evolution, inventive and cool, a succesive refinement. It will turn many to realize that it is well-designed, moderately trendy and technologically advanced.
We've known for a long time about the inherent diversity of Civic drivers, And this Civic will be engaging to each market.
I hope you get a chance to see the commercials. They are absolutley entertaining and do a great job of revealing that there's a Civic out there for everyone.
Background music plays a prominent role in each spot and is provided by several breakthrough artists, including: Snake and Jet's Amazing Bullit Band, McChris, Barry Louis Polisar, The Virgins and Oh Land.
Watch for the TV spots in the broadcast of Modern Family, How I Met Your Mother, NCIS, Vampire Diaries, Bones, Fringe, Chuck, Nikita, The Bachelorette and So You Think You Can Dance.
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