Honda launched a fully integrated national advertising campaign starring actor Patrick Warburton ("Rules of Engagement," "Family Guy," "Seinfeld") and highlighting the company's long tradition of earning top industry accolades and recognition for safety, reliability, high quality and exceptional resale value. The extensive brand campaign features a range of Honda's vehicles, including the Accord, Civic, Pilot, CR-V, Odyssey and Fit.
The Good Reasons campaign features a self-assured Warburton espousing the truth about car buying and advertising in over-the-top discussions ranging from legal disclaimers to whether sex can help sell cars. He employs a bevy of accolades from the powers-that-be in the automobile-influencer world, including, J.D. Power and Associates, Kelley Blue Book and Edmunds.com, to substantiate Honda's ability to deliver one of the top vehicle-owning experiences in America.
The TV campaign launched during high-traffic programming with a pair of 60-second spots. A series of 30-second spots follow the same themes of quality and levity with Warburton alternately cajoling, teasing and educating the viewer into carefully considering Honda vehicles.
At goodreasons.shophonda.com, Warburton leads users through six online tutorials summarizing Honda's core strengths while directing them to online shopping tools, vehicle information and dealer locations.
On Honda's Facebook page, users are having fun with the sex sells-themed Civic "Pay Attention" TV spot by watching several alternate endings, ranging from goofy to racy. Users can then vote on their favorite alternate ending. The ending with the most votes will be featured on TV in October. Also on Facebook, users can earn a Stellar Comment Award from Warburton. Every so often a commenter on one of Honda's Facebook pages will receive the shout-out award via a Honda Facebook post.
A Man :60
Pay Attention :30
Dependability — long-form online video
Innovation — long-form online video