American Honda Debuts Campaign For Certified Pre-Owned Vehicles

Originally Posted On

American Honda is debuting two TV spots that tout new program benefits for certified pre-owned vehicles.

The spots, which both broke last week, are from RPA (Honda) and MullenLowe (Acura) and are running on network and cable TV, including Xandr, Ampersand and Dish. The campaign also will be promoted on Facebook through cut-down videos and GIFs.

Distinct from typical “used cars,” so-called “CPO” vehicles come with a warranty and other benefits formerly available only with the purchase of a new car.

An industry record of 2.8 million CPO vehicles were sold in 2019, the ninth straight year of best-ever certified sales. For American Honda, the CPO growth trend was evident with both the Honda and Acura brands, with Honda achieving an all-time high CPO sales record in 2019, up 8.60% from 2018.

Honda’s spot, “At Peace,”  shows how searching for and purchasing a used Honda vehicle can be as stress-free as relaxing on the beach. Created by the director duo Terri Timely, the spot takes the viewer from an office setting to a tropical beach scene.

The Honda CPO program now offers a two-tier warranty: HondaTrue Certified and all-new HondaTrue Certified, which extends coverage to vehicles less than one years old.

Acura’s spot, “Wherever You Go,”  aims to challenge consumers' feelings of uncertainty when purchasing a used vehicle. The spot showcases various Acura vehicles driving on- and off-road, while highlighting new enhancements to the brand’s CPO program, including a comprehensive 182-point inspection, complimentary maintenance and powertrain warranty.