The annual Honda Summer Clearance Event campaign begins today and features well-known tunes to conjure up the rush consumers experience when they first drive off the lot in a new vehicle. RPA, Honda's long-time agency of record, created this entertaining and memorable campaign to get the attention of consumers.
"Buying a new Honda sparks a happily-ever-after moment that is almost magical," said Susie Rossick, Senior Manager at American Honda Motor Co., Inc. "The iconic songs in this campaign stir up those same powerful emotions, reminding people in an unforgettable way that this is the best time of year to get a great deal on a Honda."
Six spots are pitch-perfect parodies of Hollywood movie-ending clichés, with the action-adventure, family comedy, buddy, college adventure, girl-power and inspirational genres each taking a turn onscreen. Following a farewell from a friendly salesperson, an instantly recognizable song kicks on, the elated driver zooms off and the credits roll.
In "Action Adventure," a Honda owner points his Accord toward the desert horizon to the beat of Judas Priest's "You've Got Another Thing Coming." Another spot, "Family Comedy," set to Pete Townshend's "Let My Love Open the Door" captures the antics of shopping for an Odyssey with three kids in tow. "College Movie" shows a new Civic owner and his college buddies jamming through town to Outasight's "Tonight Is the Night." Cyndi Lauper's "Girls Just Want to Have Fun," Derek and the Dominos' "Layla," and OneRepublic's "Good Life" are the soundtracks for the other three spots.
"In this campaign, we directly address six key demographics with executions that are colorful and big like Hollywood blockbusters. Breaking through was a priority because of the clutter in the marketplace," said RPA's ACD/Copy Sarah May Bates.
Spots will air on high-profile network programs such as "America's Got Talent," "Castle," "NCIS," "The Middle," "The Office," "Two Broke Girls," "Vampire Diaries" and cable networks, including A&E, Animal Planet, Bravo, Discovery and TBS. Print ads will be featured in several national publications that include "People," "Sports Illustrated," "TIME" and "USA Today."
Online ads will run in top automobile and consumer websites, including AOL Autos, Automotive.com, AutoTrader, Autobytel, Bing, Car and Driver, Cars.com, Edmunds, Facebook, Google, Jumpstart, Kelley Blue Book, Motor Trend, MSN Autos, Road & Track, Source Interlink Media, Vehix and Yahoo! Autos.
In addition, a Summer Clearance sweepstakes will begin on July 16 at
http://shophonda.com/. Users can enter for a chance to win free gas for a year or be awarded instant-win $100 American Express gas card prizes.
Courtesy of Honda Media Newsroom
No comments:
Post a Comment