Honda next week will introduce an advertising tag line, "Start Something Special." The phrase will be used for all brand and retail advertising, and the tag line will be used to close all Honda-branded ads, said Mike Accavitti, American Honda's senior vice president of automotive operations. The new tagline comes after Honda shifted its Acura ad account from RP& to Mullen and media-buying to MediaVest. RPA kept Honda. Said Accavitti, "The idea is that it's not a car, it's a relationship." The tag line will first appear in the fall ad campaigns for Civic, Accord, Odyssey and CR-V.