NEW HONDA CIVIC SPOTS EXCLAIM FREEDOM IS CHOICE
By Marty Bernstein, Marketing not much better, right? Hondas longtime advertising agency, RPA has launched a new national ad campaign for the Civic called, also appropriately, Freedom of Choice.
The Honda Civic Freedom spot (:30 and :15) touts freedom is choice. The spot communicates the myriad of lifes options and encourages consumers to own their decisions, whether it is to run or walk or, well, drive. Young, up-and-coming director Ace Norton, who only just turned 24, directed the spot. To artistically communicate Civic liberty, Norton used experimental film techniques that included CGI, stop-motion and live animation, topping off the upbeat activism in a voting booth, with the open-ended banner Vote. Voice-over Kevin Spacey closes out: Freedom . . . is choice. The Civic from Honda. Reverse your thinking.
The setting for Honda Civic Si Game spots (:30 and :15) defies car commercial conventions in the spirit of the brands reverse your thinking slogan. Rather than the usual CGI-of-the-moment showcase, Game, done by Swedish animators, RGB6, puts the Civic in the primitive CGI world of Tron, the cult classic from Disney, famed as the originator of CGI in a major film. The spot, sans bumping music beats, is notably without the expected hip track. This creative exclaiming freedom is power connects the film and the Honda Civicthey share inspiring retro-hip qualities.
Targeting experientially driven small-car buyers, these consumers love vehicles for the imagery and the statement they make, and see themselves as trendsetters with a unique sense of style. Spots will air on spot TV and cable networks, including MTV, FOX and Comedy Central and national sports, including NFL and NBA. Print ads will appear in a variety of magazines, including Car and Driver, ESPN the Magazine, Entertainment Weekly, Maxim and Rolling Stone.
Online initiatives to support the Honda Civic Si include a partnership with the Honda Element to bring MySpace users the Ultimate Music Profile Contest, in-game product placement in Wild Tangents racing game, Final Drive Nitro and Coolest Cars in Entertainment sponsorship on UGO.com.