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Watch One Direction in New Honda Ad

Boy Band Plugs New Honda Civic

By Published on .

Advertising Age Player

One Direction is starring in a new ad for Honda that is timed with the release of the boy band's newest album. The spot plugs the new 2016 Honda Civic sedan, which the automaker calls the "most ambitious and sporty remake of Civic in its 43-year history."

The ad is part of Honda's music content program called "Honda Stage," whose partners include iHeartMedia, Live Nation, Revolt, Vevo and YouTube. One Direction's new album, called "Made In The A.M," is set for a Nov. 13 release.

Honda also announced a new digital series called "Uncharted: Power of Dreams" that will air on Facebook, Vevo, YouTube, and UPROXX.com and spotlight "undiscovered and emerging artists and the stories behind their musical pursuits as they strive for their dreams."

Agencies working on the ad include Marketing Factory, which managed the agreement with One Direction; Fulwell 73, which produced the ad; and RPA, which supervised the creative.

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