Honda is used to amaze us with eye-catching commercials for its upcoming vehicles. “The Dreamer” is yet another ad by the Japanese automaker that will make you hit the repeat button.
In this 30-second spot, the all-new Civic Sedan travels from the imagination of a Honda engineer into reality, depicted as a rollercoaster-like road around his head. During the ad, the “Walking on a Dream” by Empire of the Sun is rolling on background, and the end depicts the transition of the new Civic from imagination into reality while the voice-over says, “Direct from our imagination. The all-new Civic.”
Because we live in the era of technology and information, Honda Civic’s launch will be heavily supported across social media channels. January 8, 2016, seems to be D-Day for the Japanese carmaker, since on that day, people will be bombarded with thousands of materials related to this new car.
Also on Jan 8, Instagram will include marquee video ads that will feature the nature of the new Civic, followed by additional paid media support through March. Additionally, Honda will make its official debut on Snapchat with a National Filter, IGN and Buzzfeed Discover Platform takeover, video ads on national and regional Live Stories and Discover channels featuring David Lopez.
The Japanese company plans more paid targeted media on Facebook, Twitter and Instagram, so you will definitely not miss the new Civic.
Prints will also make their way to some very popular magazines such as Road & Track, Autoweek, Sports Illustrated, People, ESPN and US Weekly.
The Civic campaign will also focus its attention on cable TV, online video, gaming, and mobile, with homepage takeovers on Yahoo and YouTube. Digital support will continue with collaborations with various partners, most notable being a collaborative three-part video by Buzzfeed that is aimed at both the general market and the Hispanic audience, a Hearthstone gaming tournament broadcast live from Red Bull Studios to Twitch’s highly engaged audience, and last but not least, a driving sneaker inspired by the new Civic designed by Thrillist.
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