The new vehicle is designed to be sleeker, look un-minivan-like (although it has a larger interior capacity than the previous model) and drive like a car. Ads will feature a music background by none other than hard rock group Judas Priest, per Peyton. The company is also launching a redesigned version of the Civic next spring.
Peyton and Steve Center, Honda's advertising VP, were in New York on Wednesday for the ANA's Agency/Client Forum. Honda was represented as poster-company for a successful marriage with an agency. Honda has been with RPA for 36 years and counting -- a partnership that, per Honda, has lasted through 7 CEOs and five marketing executives.