Honda Plays Up Civic Coupe's Nonconformity

Honda is launching a new spot for the 2016 Civic Coupe created by RPA that highlights the Coupe’s stylish and sporty design in an otherwise dull world.

The multiplatform campaign debuted May 9 and includes TV, print and digital executions that highlight the vehicle’s innovative new styling and advanced features while communicating how the 2016 Honda Civic Coupe challenges the way people perceive the world around them.

In the 30-second spot, “Square,” a world is depicted that is dominated by dull square forms, from square people and square dogs to square cars. This square world is disrupted when the Civic Coupe arrives. When airing on TV and in pre-roll formats, the commercial will be confined to a square format, which will then expand into full frame as the Civic Coupe arrives.



“The bold styling and dynamic performance of the all-new Honda Civic Coupe have reset customer expectations for the compact car experience,” said Susie Rossick, assistant vice president of marketing at American Honda, in a release. “Our new campaign visually represents how the Civic Coupe is breaking the rules of conformity.”

Media includes prime time, sports (NHL and NBA), cable and online video properties. Print executions will illustrate that “Curves are Better” in publications including Car and Driver, Road & Track, Autoweek, Motor Trend and Automobile.

On the digital front, cross-platform units will be featured across select partners, such as Google, Amazon and Pandora. The social media execution includes Honda building a crowd-sourced stunt track to tout the performance of the all-new Civic Coupe with the #CivicDreamTrack. A video of the #CivicDreamTrack will debut across Honda social channels in mid-June. Sneak peeks will also be featured on Honda’s Snapchat.

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