To launch the all new Accord, RPA and Honda decide to focus on the things that make its drivers human. The campaign features a series of striking print ads shot by Tony D'Orio and Toshi Oku featuring "difficulties" of the human condition imparted by a bee, and hair that has definitely benefited from that volumizing shampoo, among other things. Those are juxtaposed alongside the feature of the new car that can address it-- blind spot display, or lane departure warning, for example. The point being, that the new Accord is made for real people's problems, thus the campaign tag "It Starts With You."
"When we we looked at the new Accord and all its features and improvements it seemed to be built with a real understanding of the driver," said Jason Sperling, senior vice president and group creative director at RPA. "And not just their normal human inclinations, but something more insightful--who they are, their personal concerns, their horrid commutes, their relationships, their interests, their stresses and the adverse effects they have on their daily lives. It's through knowing them more personally that Honda has created a more intuitive, intelligent car."
The campaign also includes Honda's first 90-second spot and a 30 second commercial, both directed by Stacy Wall at Imperial Woodpecker. The films follow a similar tack as the print effort, acknowledging the fallibility of its customers.