Honda has begun its Summer Clearance with a campaign and six music-themed videos for the Accord, Civic, CR-V, Fit, and Odyssey.
Honda has launched its Summer Clearance season with six music-themed videos that capture the ‘love at first sight’ feeling someone gets upon spotting his or her dream ride, whether a new Accord, Civic, CR-V, Fit or Odyssey. The debut is part of a wider campaign dubbed Now Is the Moment.
The push has rolled out on television, with digital and social media components in place, alongside a mix of print, radio, and in-dealership elements. A celebration of diverse musical styles, the executions entail a fantasy sequence with a hit song interpreted by different singing groups.
The Accord spot features cherry-suited rockers doing a doo-wop version of a top pop song, while the Civic short depicts a classic 1960s girl band interpreting a hit ballad. For the CR-V and Fit videos, the soulful groove of gospel idols unveils a re-imagined 1980s masterpiece.
For the Odyssey, a children’s choir deliver a charming rendition of a well-known classic. Finally, a multi-vehicle video lifts viewers with an angelic boy group clad in white rising above the floor. The advertisement series featuring four key videos from the campaign can be viewed here.
An effort targeting the American audience, national media executions have premiered across on broadcast and cable networks such as ABC, NBC, CBS, Discovery, FOX, ESPN, CNN, and HGTV with additional Hispanic Honda Summer Clearance spots slated to air via Univision, Telemundo, and Fox Deportes.
Video content will also be featured online and across cinema screens. Spot TV is supporting all 210 DMAs/regions with an emphasis on regional sports. Digital media efforts will include search and social. The exercise will also entail added exposure through radio, newspapers, and magazines.
“This eye-catching campaign celebrates that moment when a buyer falls for a new Honda. Ultimately, our goal is to break through the car sales-event clutter and remind people that summer is the best time to get a great deal on a Honda,” said Susie Rossick, AVP of Marketing at American Honda Motor.