• June 30, 2010

Honda is trying to break through the mess of summer-clearance messages with an operatic campaign. The humorous effort features the "Mr. Opportunity" character the automaker uses to clear lots for next year's models.

The ad campaign's initial spot opens with an opera diva singing an aria in Italian, when in comes the Honda guy singing -- also in Italian (with English subtitles) -- about the summer event, tears streaming down his face, Honda's cars on a overly dramatic opera set in the background.

"During this time of year, consumers are inundated by automotive clearance advertising. The average consumer has been conditioned to dismiss advertised offers. Our challenge was to communicate to consumers," says a spokesperson for RPA, Honda's agency. In addition to "Opera," three more Mr. O spots will break this week during "America's Got Talent," "CSI," "Dateline," "Extreme Home Makeover" and others.