Santa Monica, Calif., Jan.3, 2012 – Honda has launched an integrated advertising campaign supporting the 2013 Honda Civic featuring four TV spots and several print and digital executions. Developed by Honda’s longstanding agency of record, RPA, the multiplatform campaign seeks to bring attention to the spirit of Honda—a passion for innovative thinking and continuous improvement.

 

“Our belief is that there are always new ways to improve, create and imagine which can be seen in the refreshed Civic, America’s best-selling compact car. The 2013 Civic is poised to beat customers’ expectations,” said Mike Accavitti, vice president of national marketing operations at American Honda Motor Co., Inc. “The 2013 Civic features extensive interior and exterior design upgrades, enhanced dynamics and new technology.”

The TV creative mixes found and original footage of real inventors, makers and explorers like those who created a laser keyboard and 4moms origami stroller aligned with Honda’s own engineering innovations such as the 2013 Civic, ASIMO®, HondaJet® and high-performance racing programs to express their shared passion for creativity and ingenuity.

“Honda has always been a company that embraces its customers and their passions, and this campaign is another great example of it. It’s a celebration of the challenging spirit inside all of us. We wanted to not only showcase Honda’s latest example of this philosophy, but embrace the other tireless dreamers and doers out there who share our way of thinking. It’s like one big, innovative group hug,” said Jason Sperling, SVP, group creative director at RPA.

Director of Photography, Ellen Kuras (“Eternal Sunshine of the Spotless Mind,” “Blow”), captured the innovators’ genuineness balanced with the beauty of the Civic. Spots are set to the music of Santigold.

Three Civic models (Sedan, Si Coupe and Hybrid) will be featured individually in three TV spots; a fourth 60-second spot features all three of these Civic models. The 60-second spot aired first during the Rose Bowl® game on Jan. 1. Spots will also air during primetime programming on ABC, CW, FOX, NBC, several cable networks and during NBA and NFL AFC Wildcard and Divisional games, as well as in nearly 60 markets during the BCS Championship.

A host of high-impact placements are planned surrounding the Grammy® Awards: two 30-second Civic spots will air in 60 top markets during the awards show, a custom gatefold print will run in “Entertainment Weekly” and a YouTube masthead takeover is scheduled the day after the show.

Honda will facilitate conversation around innovations that have made things better both for Honda and those featured in the Civic spots on multiple social media platforms, including YouTube, Facebook, Twitter, Pinterest and Instagram to help create buzz and curiosity around the innovations and the new Civic.

Three integrated print executions will run in a variety of publications throughout the first half of the year, including “ESPN The Magazine,” “Elle,” “Food Network Magazine,” “InStyle,” “GQ” and “People.” Digital creative will appear on home-page takeovers on Yahoo! and MSN, full-episode streaming and within “March Madness on Demand” and “NFL Everywhere”. In addition, a Civic-themed promoted Twitter trend ran before the 2013 Civic debut at the Los Angeles Auto Show in November.

<p>Client: American Honda Motor Co., Inc.<br />
Brand: Honda Civic<br />
Spot Titles: “Better/Launch,” “Better/Sedan,” “Better/Si Coupe”<br />
First air: 1/1/13</p>
<p>Agency: RPA<br />
EVP, CCO: Joe Baratelli<br />
SVP, GCD: Jason Sperling<br />
ACD, Art Director: Hobart Birmingham<br />
ACD, Copywriter: Perrin Anderson<br />
Copywriter: Rich Siegel<br />
Art Director: Dana Markee<br />
SVP, Executive Producer: Gary Paticoff<br />
Senior Producer: Isadora Chesler<br />
Assistant Producer: Whitney Young</p>
<p>Production Company: Gorgeous Inc.<br />
Director/Director of Photography: Ellen Kuras<br />
EP/Managing Director: Anna Hashmi<br />
Line Producer: Suza Horvat</p>
<p>Editorial Company: Union Editorial<br />
Editor (Launch, Sedan &#038; Hybrid): Marco Perez<br />
Editor (Si Coupe): Paul Plew<br />
EP: Michael Raimondi<br />
Producer: Joe Ross<br />
Asst. Editor (for Marco Perez): Carla Blair<br />
Asst. Editor (for Paul Plew): Eric Brodeur</p>
<p>Telecine: Co3<br />
Telecine Artist: Mike Pethel<br />
Online/Finishing: Method Studios<br />
Artist/CD: Claus Hansen<br />
EP: Robert Owens<br />
Producer: Ananda Reavis</p>
<p>Animation (Logo/Ending): Buck<br />
Creative Director: Ryan Honey<br />
Producer: Emily Rickard<br />
EP: Maurie Enochson<br />
Animation (Opening “H”): Elastic<br />
Producer: Jamie McBriety</p>
<p>Voiceover Talent: Jason Bateman<br />
Music Track: Santigold “Disparate Youth” (instrumental)<br />
Music Research: Good Ear Music (aka GEMS)</p>
<p>Research: Andrew Kahn<br />
Final Mix: Margarita Mix<br />
Mixer: Paul Hubtubise</p>
<p><em><strong>Print Creative Credits</strong></em></p>
<p>Agency: RPA<br />
EVP, CCO: Joe Baratelli<br />
SVP, GCD: Jason Sperling<br />
ACDs: Perrin Anderson, Hobart Birmingham, Ron Berry<br />
Art Director: Tim Hawkins<br />
Photographer: Trevor Pearson<br />
Digital Artist: Trevor Pearson<br />
Sr. Art Buyer: Andrea Rosenfeld<br />
Traffic Supervisor: Dion Chilliest<br />
Print Production Manager: Donna Campione</p>

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