Anyone who has watched professional fútbol (soccer) with Spanish-language commentary on TV will be familiar with the triumphant, transcendent moment of “Gol!” -- often shouted at
length, with the vowel lasting a good 10 seconds. Honda is playing off the iconic moment in a new Spanish-language campaign for the 2014 Honda Civic Coupe targeting younger Hispanic adults.
The multiplatform campaign, created by Orci, includes appearances by star footballer Rafa Marquez and an infectious techno tune, “Canción de Fútbol” (Football
Song), written by Orci and produced by the Spanish electronic music band Kinky. The TV spot, directed by Diego Luna and airing on Spanish-language broadcast and cable networks, shows young
fútbol fans listening to the song as they head to a game in their Honda Civic Coupe; they soon notice that everyone around them, including Marquez and thousands of other fans, is singing along
to the chorus.
The campaign includes online, mobile and social placements. Orci is also handling Honda’s Hispanic Twitter feed, @HondaLatino, which is kicking off the #GolGol
Football stars are popular with brands targeting Hispanic audiences in the U.S. and abroad. In 2012, Pepsi kicked off its “Vive Hoy” (Live for Now) campaign with
a spot featuring Argentinean football idol Lionel Messi.
Last year, Orci launched a new agency, COR, targeting the “new general market,” referring to the increasingly
diverse U.S. population. COR was created by Andrew Orci in partnership with Rich Colby, formerly of Colby & Partners, with Orci serving as CEO and Colby serving as president and creative director.
COR’s approach to the “new general market” includes a proprietary account planning tool, “Total Market Mining,” that helps advertisers identify the
similarities and differences between various consumer market segments, allowing them to allocate marketing dollars most efficiently.