New Honda Civic Hybrid Campaign Uses <i>The Odd Couple</i> Wit to Bring Attention to Consumers' Environmental Foibles

September 24, 2007

by
RPA

Santa Monica, Calif., Sept. 24, 2007 — A national advertising campaign for the Honda Civic begans Sept. 21. The strategy developed by Honda's long-standing agency of record, RPA, strengthens the Civic Hybrid personality and builds the brand while leveraging the momentum that began in Model Year 2006 campaign. The Civic palindrome remains the signature and integration within the campaign.

As the subject of environmentalism continues to be at the forefront of discussions at dinner tables and during political debates, the new Honda Civic Hybrid spot, "Trashed," adds humor to the topic by bringing attention to the choices each consumer makes?to clean up, get fed up or carelessly contribute to the problem. At the same time, the spot strengthens Honda's stance as an environmentally conscious automotive leader.

Well-known theme music from The Odd Couple symbolically adds to the spot by augmenting the "clean versus messy" storyline. Voice-over from multiple Oscar®-winner Kevin Spacey closes: "The incredibly clean and fuel-efficient Civic Hybrid from Honda. Reverse your thinking."

Spots began on Sept. 21 on ESPN and aired CBS NFL on Sept. 23. On cable, spots will air on E!, Comedy Central, MTV, VH1, TNT, USA and others. Network spots will air on The Bachelor, Big Shots, Desperate Housewives, Heroes, House, My Name Is Earl, The Office, Prison Break and Private Practice. Print ads begin in October in a variety of magazines, including Blender, Elle, ESPN the Magazine, Maxim, Rolling Stone and Us Weekly.

In addition, Civic creative will be featured at f.y.e. retail stores nationwide, beginning in October. Consumers will be exposed to Civic creative at listening stations prior to previewing a CD or DVD.

Creative Credits Creative Directors: David Smith, Joe Baratelli Art Director: Nathan Crow Copywriter: Eric Helin Agency Producer: Steve Neely Production Company & Location: MJZ, Los Angeles, CA Directors: Blue Source Director of Photography: Chris Soos Editor & Company: Adam Pertofsky, Rock, Paper, Scissors Music/Sound Design: licensed track of The Odd Couple. Arrangement: Elias Music, Dave Gold (Creative Director), Kimo Writer (Arranger). Sound Design: Eleven, Jeff Payne (Sound Design/Mixing).

About the Honda Civic Every Honda Civic comes loaded with style, sophistication and the very latest in advanced technology. From the Civic Hybrid to the exhilarating new Civic Si Coupe or Sedan, there is a Civic to suit everybody. Select Civic models are available with the Honda Satellite-Linked Navigation System™. Showcasing Honda's engineering at its best, the Civic features the latest i?VTEC® engine, offering torquey low-end grunt in addition to high-rpm horsepower. The Advanced Compatibility Engineering™ body enhances the Civic's ability to deal with crash energy in impacts with vehicles of differing size.

About RPA RPA, headquartered in Santa Monica, Calif., is the largest independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA also serves as a media planning and buying agency for clients such as MGM, Lenox Financial Mortgage and Zatarain's. For more information, visit http://www.rpa.com.