Honda is launching a multichannel campaign around the NBA and NHL finals to promote its new Odyssey minivan, with TV and digital video spots titled "Keep the Peace" as the centerpiece, per a company news release. "Keep the Peace" depicts two siblings' backseat bickering as a battle between giant monsters, with their parents serving as military personnel trying to save the city via the Odyssey's Magic Slide seats, which can separate riders from one another at the push of a button.
The full effort also includes in-theater ads, social initiatives targeting families, digital, print and out-of-home activations and an experiential partnership with Disney. Honda is introducing a separate 30-second TV spot called "Now Boarding" intended for Hispanic audiences and airing on national networks like Univision and Telemundo.
The Disney partnership includes a "Disney Unlock the Magic Sweepstakes," with one winner getting a vacation to Disneyland and a new 2018 Honda Odyssey. Campaign content will feature the minivan with Disney characters like Mickey Mouse and an appearance by the auto maker at the D23 Expo fan event in July.
Keep The Peace