If millennials consider engineers and scientists lacking in the creativity department, Honda wants them to think again. The automaker's new 30-second spot for the redesigned Civic takes the consumer inside the head of one of the company's engineers, who's so old school that in his office there isn't a computer in sight, only uses paper, rules and compass. The car literally rolls out of his head and takes a spin in a rollercoaster-like road. The ad closes with the real-life car appearing on set, while the voice-over announces, "Direct from our imagination. The all-new Civic."
The rest of the campaign includes print, social media and digital efforts, with homepage takeovers on Yahoo and YouTube and Instagram and Snapchat buys. Honda will also sponsor a video series on BuzzFeed for both general market and hispanics, and a partnership with Red Bull and Twitch to sponsor a gaming tournament in the gaming platform.
Although the whole campaign was slated to roll out on January 8th, the TV spot might seem a bit familiar to some. That's because back in mid-November RPA, the agency responsible for the campaign, rolled out a version with a radically different soundtrack, Cat Steven's "I Can't Keep It In". According to RPA, several variations of the spot were developed (and apparently tried out) until the agency decided to set it to Empire of The Sun's "Walking on a Dream". "We decided that "Walking on a Dream" resonated best with the youthful customers we are targeting with the Civic," an agency spokesperson said.