Honda has introduced a campaign promoting the new feature-focused Odyssey, of which the highlight is its Magic Slide second-row seats.
Honda has created a campaign to promote the rollout of 2018 Odyssey across dealerships in the United States and highlight its innovative technology solutions. Debuting during the NHL and NBA Finals, it focuses on the vehicle’s features designed for family-friendly versatility and relaxation.
The variant’s Magic Slide second-row seats remain the star of the effort, which is led by a 60-second spot. Titled Keep the Peace, the short premieres in theatres on 16 June to capture how the redesigned model prioritises the comfort of kids to minimise backseat bickering while on the road.
Featuring the sound and picture quality equivalent to that of motion pictures, the in-cinema creative airs in advance of films including Despicable Me 3, Cars 3, and Captain Underpants, and is meant to appeal to American families as they head to the movies during the summer blockbuster season.
Honda will extend the exercise to a multicultural audience with a 30-second Hispanic spot. The Now Boarding television advert will air on key networks including Univision, Telemundo, ESPN Deportes, Fox Deportes, UniMas, Azteca, and Estrella TV, beginning on 12 June.
In addition to placements across top-rated programming and sports properties, homepage takeovers via Yahoo, MSN, and The Weather Channel will run. The minivan will also feature across multiple lifestyle magazines to include culinary, home improvement, fitness, and entertainment titles.
“When kids are happy, parents are happy. The goal of this campaign is to communicate that the new Odyssey has the connectivity, functionality, flexibility, and handling to keep everyone in the family happy,” said Susie Rossick, Assistant Vice President of Marketing at American Honda Motor Co.