Targeting more than 100 million viewers, the upcoming spot represents the carmaker’s first official Big Game ad since its 2014 Hugfest
Honda is scheduled to unveil the 2017 Ridgeline variant via a 60-second commercial being released on television during the Big Game’s third quarter kicking off on 7 February 2016. The said execution follows the debut of the same at the North American International Auto Show in Detroit taking place a month prior.
Targeting more than 100 million viewers nationwide, the spot represents the carmaker’s first official Super Bowl advertisement since its 2014 Hugfest push promoting safety, which generated a great deal of social media engagement in relation to the brand, both during and after the match.
Meanwhile, the automotive giant has plans to also introduce activations across several other platforms to include screen and digital properties, where the ad will be disseminated further to amplify the buzz surrounding the new model developed by Honda’s North American design and engineering teams out of Ohio and California.
Produced at the Lincoln-based auto and engine plant in Alabama, the Ridgeline pickup is slated to launch during the first half of 2016 at dealerships countrywide, and joins an expanded line-up of light truck models including the HR-V Crossover, Pilot SUV, and Odyssey minivan.
The brand initially premiered the first-generation Ridgeline in 2005, and earned high praise for its unique features and capabilities, including the industry’s first in-bed trunk and dual action tailgate as well as its on-road manners and spacious, flexible interior.
“Super Bowl 50 is the right time and venue to communicate Honda’s continued leadership in light trucks. The multi-platform approach will enable Ridgeline to come out of the gate strong in 2016,” said Jeff Conrad, Senior Vice President and General Manager of the Honda Automobile Division.