New Honda Civic Ads

NEW HONDA CIVIC SPOTS EXCLAIM “FREEDOM IS CHOICE”

By Marty Bernstein, Marketing & Advertising Editor

Just when you are ready to go brain dead from all the political advertising on the television, it going to end. Realizing this as an appropriate timing – not much better, right? – Honda’s 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 life’s 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 brand’s “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 Civic—they 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 Tangent’s racing game, Final Drive Nitro and “Coolest Cars in Entertainment” sponsorship on UGO.com.