Elevating Honda's safety leadership, actor Bruce Willis delivered a heartfelt message to the more than 100 million Super Bowl viewers during the third quarter, humanizing Honda's commitment to engineering safer vehicles with a cameo from "Saturday Night Live" alum and star of "Portlandia" Fred Armisen.
Created to prompt people to consider those they care about, Willis asked viewers to take a moment and hug those around them — "the people that matter to you, matter to us" — to emphasize Honda's commitment to safety. Several social media efforts continued the hug theme with the hash tag #hugfest.
Throughout the game, Honda posted real-time video reactions from Willis about events such as penalties, fumbles and referee calls on the brand's @Honda Twitter feed. Because viewers of the game may not be near the people who matter the most to them, immediately after the spot airs, viewers were encouraged to send to those they love a virtual hug (a shot of Willis hugging the camera), by sharing Honda's YouTube video. In addition, Honda promoted the video across Twitter, Facebook and Tumblr.
On Mon., Feb. 3, Honda collected hugs on Twitter by asking people to send a picture or Vine of their hug with the hash tag #hugfest. Willis responded with a meme appraisal of the hug. Honda will leverage the company's other social platforms to announce this rate-my-hug effort.
The 60-second "Hugfest" will be featured prominently on www.honda.com and automobiles.honda.com and will direct people to automobiles.honda.com/safety where select Honda's safety features are highlighted.
An ESPN and MSN homepage takeover on Mon., Feb. 3, featured a separate 30-second spot, "Hugs," where Willis shows how to hug by demonstrating with a baby, puppy and his stunt double, played by Armisen. YouTube First Watch placements are also planned.