The redesigned pickup truck went on sale in late June. The mid-size truck segment is a robust and popular segment for Hispanics, says Phil Hruska, manager of media strategy at American Honda.

“With Hispanics contributing significantly to midsize truck sales, the all-new Ridgeline offers a wide range of capabilities and unique features that both resonate and stand out with Hispanic shoppers, setting it apart from competitors within the segment,” Hruska tells Marketing Daily.

The campaign includes TV, digital, social and experiential executions highlighting the completely reimagined Honda Ridgeline’s unique capabilities and new levels of versatility, while touting its industry-exclusive key features. "No Es Nada" features the all-new Ridgeline as a "mid-size truck with a big-sized heart."

In the TV spot, the hero is constantly going out of his way to help others. Family and friends catch on, and suddenly he becomes the go-to-guy that is always being asked for "little favors" that end up being major endeavors. The creative showcases the Ridgeline’s features including the world's first available truck bed audio system, the Honda-exclusive in-bed trunk and dual action tailgate.

“By partnering with Univision for 'Campeón de Campeones,' we are able to show consumers firsthand the Ridgeline’s incredible versatility, while attendees of the match are able to experience the truck bed audio system, which is perfect for events including tailgating,” Hruska says.

The Ridgeline will have a large on-site presence including vehicle displays. Honda representatives will be onsite offering cold water from the Ridgeline’s In-Bed Trunk filled with ice, sunglasses and upgrading lucky fans. 

The partnership also will include in-game spots, “Play of the Game” in-game features, game clock signage, billboards, digital advertising, and channel sponsorship of Campeón de Campeones and sponsorship of the live stream of the tournament.

“What we find to be most important and universally applicable to the Hispanic market is the need for cultural relevancy,” Hruska says. “Honda’s creative approach is always defined by this unique way of seeing the world. There are nuances and insights that are rooted in Hispanic culture that play a vital role in communicating and connecting with this target, and by tapping into these insights within culturally relevant environments, we are able to help Honda products strongly resonate our with our Hispanic audience.”