To launch "Start Something Special" in social media, Honda showed some special appreciation to a soon-to-be-married couple because of their long family history of Honda loyalty—together they have owned 20 Hondas. The couple, Mairead and Kevin, asked their local Honda dealer to loan three black CR-Vs for bridal-party participation. Little did they realize that Honda had something much bigger planned.
Having been told that their story might be used in Honda marketing, the video opens with Mairead talking about how she met Kevin and her family's loyalty to Honda. The video then segues to Honda's special plans for the couple following their ceremony (a couple key family insiders helped the brand make things extra meaningful for the couple). The couple steps outside the church and sees eight black CR-Vs parked. Mairead and Kevin stand in awe as each CR-V reveals personalized, unexpected delights such as the band they heard on their first date playing a song, Irish step dancers and gifts from their registry delivered by relatives from Ireland.