Muse Communications Launches Campaign for Redesigned 2008 Honda Accord

LOS ANGELES--Muse Communications has developed three multicultural advertising campaigns for American Honda Motor, Co., Inc. The campaigns target Korean, Chinese and African-American consumers and help launch the all new 2008 Honda Accord.

“Revelations” is a three-30 sec spot street operetta designed to tap into the African-American consumers’ beliefs that the new Honda Accord is an unexpected surprise and valuable experience. It starts with an accidental encounter of a female window shopper, a couple in the midst of a disagreement and a handsome jogger out for a run with his dog. The 2008 Honda Accord plays the silent fifth character that kick-starts the plots. In each spot, each character has a distinct revelation. The campaign is also supported with a web experience and outdoor creative.

“Creating effective work demands a strong multicultural understanding,” said Jo Muse, chairman and Chief Creative Director of Muse Communications. “These campaigns are a true example of the right way to reach multicultural audiences. All three spots showcase the design and performance elements of the redesigned Honda Accord, but they convey the message in a way that is relevant to each target.”

The Korean campaign, titled “Hero,” utilizes two different techniques to inspire and give tribute to the ceaseless motivations many young Koreans have to succeed in America. The comic book-style spot features a hero watchful above the city. He calls a hawk and it begins a game of cat and mouse with the redesigned Honda Accord. The chase scene highlights the power, versatility and sleek body style of the Accord. The storyline is based on legendary Asian folklore about a great warrior and hunter who always travels with his hawk companion.

The Chinese spot, titled “Pleasure,” recreates a historical period where the members of a Chinese court are challenged with trying to please their child emperor. They approach him with an assortment of treasures from around the world to pique his interest but he refuses them all. The only offering that captures his attention is the 2008 Honda Accord. The vehicle’s luxurious design and premium quality draw him in. His court is challenged to follow him as he frolics with the car at his expansive palace. Interactive and print work are included in the Korean and Chinese campaigns.

The spots are directed by Marcus Raboy and Zhang Xian Feng, respectively. The campaigns will begin running on Sept. 17. “Revelations” will air on cable networks in key markets. “Hero” will air in Korean, on Korean cable, and “Pleasure” will air in Cantonese and Mandarin on Chinese cable networks.

About Muse Communications

Muse Communication’s multicultural heritage adds a unique dimension to its client’s marketing campaigns. Muse Communications is a leading independent multicultural agency that created the category 23 years ago in California. Its recent move to Hollywood is fostering a new era of multicultural growth in the digital platforms as well as music and entertainment. For more information contact Muse at 323-960-4080 or visit www.museusa.com.