Even though it seems like the idea came from a committee, Honda's latest marketing campaign is what we'd call perfectly executed by people who know what they're talking about… young people.
Promoting the 2014 Civic Coupe and Si Coupe, "Love Today" is all about the things that make right now good. We're not talking about tax cuts and buying incentives, but about hipster stuff, like the Nyan cat or Adventure Time, about people wearing horse masks.
Honda's idea is a good one, since we'd never describe today's youth as being all that optimistic.
"This new Civic campaign connects with a new generation of buyers by prompting them to focus on the positive and consider what they love about today," said Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc. "The Civic campaign also introduces a crew of fun pop cultural references that will pique Gen Y's attention across media they frequent."
The clips began airing yesteday with 30-second spots. The longer 2-minute videos are designed for online use. Home-page takeovers on MSN, Yahoo! and First Watch on YouTube will run the week of January 13.
Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida. Full profile
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