• by Karl Greenberg , November 11, 2014

It's time for year-end clearance sales, where automakers ski through the end of the year with efforts to sell down last year's models and kickstart the current-year cars and trucks. 

Honda takes the tradition seriously, trading the ribbon-wrapped cars for usually humorous plays on the season. This year is no exception. The campaign looks at what really matters in the last couple of months of the year: toys. 

The "Gift to Remember" campaign, via long-time agency of record RPA, comprises digital, print, point of purchase and radio, and stars classic toys like Hasbro's Stretch Armstrong, Jem & The Holograms, and G.I. Joe; and Gumby, Little People, Magic 8-Ball, Skeletor, and Strawberry Shortcake. 

In six TV spots, each of the toys remind viewers of how much they — the viewers — used to love getting them as toys, and how they can get the same feeling with a Honda, with rear camera standard. The campaign uses the actual toys, rather than CGI versions of them, and brings them to life with old-fashioned stop-motion animation. 

In one of the spots, a Jem doll reminds viewers about how she used to be a favorite toy, as she primps in the side view mirror, touting the rear-view camera. Up climbs G.I. Joe, who hangs a disco ball on the rearview and asks for a dance. 

“Every season consumers are inundated with holiday ads. Our goal is to break through the clutter by tapping into people’s memories of their favorite childhood toys, and helping them relive that feeling of getting something they loved for the holidays," said Susie Rossick, senior manager at American Honda, in a statement. 

The TV media rotation includes “Survivor,” “The Voice,” “The Mindy Project” and “Dancing with the Stars,” per Honda. Also on the books are cable networks AMC, Bravo, Comedy Central, Discovery, HGTV and TBS. Honda is taking care of the lower funnel with buys in 210 DMAs with local incentive messages, and a heavy up in the first two weeks and last two weeks.

The automaker says digital spend is way up for this year’s event, versus last year. The 80% increase supports more mobile and online video, as well as audience targeting heavy-up and paid social media. "This increase in digital support includes banner ads on high-traffic third-party auto sites such as Cars.com, KBB.com and Edmunds.com as well as units on Facebook, Twitter and YouTube. GIFs and Vines will also support paid social posts," the company said in a statement. 

As for old-school, Honda will run print in People and Sports Illustrated. And Tier II will include local-market newspaper support in top DMA's. Four weeks of network radio spots will also air during the event.