Santa Monica, Calif., Nov. 19, 2012 — The latest rendition of the "Happy Honda Days" holiday campaign begins today and features various amusing thank-you letters to Honda dealers from "Happy Honda Days" shoppers and their loved ones. These personalized stories of happiness come with every Honda.
Developed by Honda's long-standing agency of record, RPA, six comical TV spots showcase the Honda product line and various standard features such as rearview camera, Pandora® internet radio or Bluetooth® HandsFreeLink®.
"It's critical for our holiday campaign to break through the clutter during this time period, and we're confident that these lighthearted spots will stand out," said Susie Rossick, senior manager, regional marketing, American Honda Motor Co., Inc. "Because this is the ninth chapter of 'Happy Honda Days,' the phrase has become shorthand for dealers who rally around the concept each year and consumers who instantly recognize the name from a trusted brand and know it's a great time to buy."
Each spot opens on someone thanking Honda for giving their friend or relative a great deal on a new car. The narrator gives a detailed account of why the car is such a great purchase. Precocious Samantha loves getting rides in her big sister Laura's new Civic while rocking out to her USB-connected iPod®. Doting Nancy loves her son Steve's new Pilot with its Bluetooth and rearview camera. Spikey-haired tween Pete is grateful for his Dad's Accord; its low cost equals more presents, and Pandora distracts Dad from his son's paintball escapades.
"During the holiday season, it can be a little tougher to get potential car buyers' attention, and 'Happy Honda Days' pulls consumers in with a brighter, more fun approach than the screaming 'buy it or die' messaging so prevalent elsewhere," said RPA ACD Sarah May Bates. "These are humorous and relatable stories filled with colorful characters—mischievous kids, moocher roommates and hard-to-read fathers-in-law—that will hopefully be more entertaining for car shoppers this holiday season."
Spots will air on high-profile network programs such as "Modern Family," "The Good Wife," "How I Met Your Mother," "The Office," "X-Factor," and on ESPN, TNT and TLC.
Creative will also be integrated on display ads running on car-shopping sites, network radio, two Spanish-language TV spots and print ads in national publications, including "Entertainment Weekly," "People," "Sports Illustrated," "TIME," "Us Weekly," "USA Today" and "Wall Street Journal." Dealers have access to customizable TV, print, radio, banners and social media assets. The campaign runs through January 2.
Titles: "Dad's New Accord," "Laura's New Civic," "Lisa's New Odyssey," "Steve's New Pilot" First Air: November 19, 2012 "George's New Honda" First Air: November 29. 2012 "Carly's New CR-V" First Air: December 17, 2012
EVP, CCO: Joe Baratelli SVP, GCD: Jason Sperling VP, CD: Curt Johnson CD: Alicia Dotter ACD: Sarah May Bates SVP, Executive Producer, Content: Gary Paticoff Agency Senior Producer: Fran Wall
Production Company: Moxie Pictures Director: Frank Todaro Executive Producer: Robert Fernandez, Karol Zeno, Roger Zorovich Producer: Laura Heflin
Editing Company: The Reel Thing Editor: Lance Pereira Flame Artist: Moody Glasgow Executive Producer: Doug Kleckner
Telecine: Co3 Colorist: Beau Leon
Audio Post: Lime Studios Mixer: Dave Wegg Music: Wojahn Brothers "Lisa's New Odyssey," ends with Run DMC, "Christmas in Hollis" "Laura's New Civic," ends with song composed by Jeremy C. Simon
About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. 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's client list includes American Honda, both the Honda and Acura brands, ampm, ARCO, Castrol, California Department of Public Health, Intuit Small Business, La-Z-Boy, Farmers Insurance Group, Mandalay Bay Resort and Casino and Sole Society. For more information, visit http://www.rpa.com.
About Honda Honda offers a complete lineup of Honda cars, trucks and service through a network of 1,037 Honda dealerships within the United States. In 2012, Honda will mark 30 years of producing automobiles in the region1, which began with the Accord in Marysville, Ohio in November 1982. Having produced over 23 million vehicles in North America, Honda currently operates 7 major automobile manufacturing facilities in the region.
1Honda products are produced using domestic and globally sourced parts.