The push entails spots that tell stories of motivation and commitment, while a subtle connection is made to the brand and its philosophy
Honda has launched three television spots in which the new Civic shares the spotlight with a real-life person with a heartfelt story. Dubbed Greatness is Within Reach, the campaign is premised upon the pursuit of career success and a great car taking them there.
Insightful copywriting allows each up-and-comer to tell an inspirational story of motivation and commitment while a subtle connection is made to Honda and its passionate philosophy of making remarkable vehicles. The series begins with 33-year-old Jesse Diaz who owns Dark Matter Coffee in Chicago.
He talks about having started out with $2,000 and a dream, advising others to stay driven and positive whilst surrounded by the best people. He shares: “When I saw the final commercial, I was blown away. I shocked to see myself starring in a Honda commercial. It also captured my true feelings.”
The second advertisement features Karina Gonzalez, 29, a native Venezuelan and the principal ballerina of the Houston Ballet. “From the beginning I really knew this was my passion, and that I needed to do my best every time,” she says in the voiceover.
Finally, Rick Lopez, 34, Executive Chef at La Condesa in Austin, Texas expresses how the commercial was all him. “It is not mentioned in the commercial but my first car was a Honda—and my wife has been driving one for quite a while. I have a very strong connection to this brand.”
“In the auto industry, the mantra is: the car is the star. In this case, however, the car is the co-star with a coffee bar owner, ballerina, and an executive chef respectively,” said Susie Rossick, Assistant Vice President, Regional, Media and Marketing at Honda.
