Honda has launched an integrated advertising campaign supporting the 2013 Honda Civic featuring four TV spots and several print and digital executions. The multiplatform campaign seeks to bring attention to the spirit of Honda—a passion for innovative thinking and continuous improvement.
The TV creative mixes found and original footage of real inventors, makers and explorers like those who created a laser keyboard and 4moms origami stroller aligned with Honda’s own engineering innovations such as the 2013 Civic, ASIMO®, HondaJet® and high-performance racing programs to express their shared passion for creativity and ingenuity.
Director of Photography, Ellen Kuras ("Eternal Sunshine of the Spotless Mind," "Blow"), captured the innovators’ genuineness balanced with the beauty of the Civic. Spots are set to the music of Santigold.
Three Civic models (Sedan, Si Coupe and Hybrid) are featured individually in three TV spots_; a fourth 60-second spot features all three of these Civic models. The 60-second spot aired first during the Rose Bowl® game on Jan. 1. Spots will also air during primetime programming on ABC, CW, FOX, NBC, several cable networks and during NBA and NFL AFC Wildcard and Divisional games, as well as in nearly 60 markets during the BCS Championship.
A host of high-impact placements are planned surrounding the Grammy® Awards: two 30-second Civic spots will air in 60 top markets during the awards show, a custom gatefold print will run in "Entertainment Weekly" and a YouTube masthead takeover is scheduled the day after the show.
Three integrated print executions will run in a variety of publications throughout the first half of the year, including "ESPN The Magazine," "Elle," "Food Network Magazine," "InStyle," "GQ" and "People." Digital creative will appear on home-page takeovers on Yahoo! and MSN, full-episode streaming and within "March Madness on Demand" and "NFL Everywhere". In addition, a Civic-themed promoted Twitter trend ran before the 2013 Civic debut at the Los Angeles Auto Show in November.
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