American Honda Motor Co., Torrance, Calif., will spend $10 million on an African-American-targeted campaign for its 1999 Accord. TV spots via Muse Cordero Chen & Partners, Los Angeles, broke in late October and are airing in five major markets. Spot radio supports, as do print ads in regional newspapers and national magazines, including Ebony
, Black Enterprise
and Heart & Soul
. The campaign's "gameboard" theme shows how the car helps African-Americans balance their lives in the busy game of life.
Copyright November 1998, Crain Communications Inc.