Buying a Certified Pre-Owned Vehicle is a smart choice. Yet, many fail to see the value, as they are instead bombarded with ads that have confusing and similar talking points.
To combat this, we created the Pre-Owned, Pre-Roll campaign to illustrate the Honda Certified Pre-Owned Vehicles program in a way that mirrored the benefits of buying used. Rather than shooting our own costlier ads, we bought previously-run ads from Del Taco, POM Wonderful, Magic Tracks, Smileactives and Timbuk2. We gave them a second life with our own graphics, music and voiceover. In doing so, we were able to communicate second-hand quality in a simple and entertaining way.
Because this is pre-roll, these ads needed to be eye-catching, smart and unexpected. Nothing screams that more than a man impaled by a dolphin, as illustrated in the POM Wonderful ad. The Pre-Owned Pre-Roll campaign demonstrates that you can get value out of something the second time around while helping differentiate the Honda from the rest of the pre-owned pack.