The all-new 2016 Honda Civic launched with an integrated advertising campaign that reflects the dramatic, new-from-the-ground-up, completely redesigned Civic. The visually unexpected and thrilling spot, "The Dreamer," serves as the creative foundation of the multiplatform campaign.
In "The Dreamer," the journey of the all-new Civic Sedan travels from the imagination of a Honda engineer into reality. This is depicted with a whimsical, rollercoaster-like road around our engineer's head—it's as if the engineer's imagination has materialized around him. This provides insight into the surreal thinking process of designing a vehicle. The spot is set to "Walking on a Dream" by Empire of the Sun and closes by transitioning the all-new Civic from imagination into reality; the voice-over says, "Direct from our imagination. The all-new Civic."
The Civic launch will be heavily supported across social media. Instagram includes marquee video ads on Jan. 8 that will feature the unexpected nature of the all-new Civic, followed by additional paid media support through March. Also on Jan. 8, Honda will officially debut on the Snapchat platform with a National Filter, IGN and Buzzfeed Discover Platform takeover, video ads across national and regional Live Stories and Discover channels featuring influencer David Lopez. Additionally, Wesley Grim (initial Facebook post) and several other influencers are creating images of the Civic with a hint of magical realism. Paid targeted media on Facebook, Twitter and Instagram is also planned throughout the flight.
Striking print shows the all-new Civic springing out of a Honda engineer's open hinged head, and will appear in Road & Track, Autoweek, Sports Illustrated, People, ESPN The Magazine and US Weekly.
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