Honda is launching a campaign for its all-new Accord that plays up the automaker’s mission to push beyond past success in pursuit of even greater achievements.
A spot from RPA titled “Trophy City” introduces the all-new 10th generation 2018 Honda Accord, which it says has been the best-selling car for more than 41 years. The creative recognizes those who push their limits.
Metal trophy figures representing human accomplishments in sports, academics, music, science and other endeavors come to life to recognize and encourage those who push the limits and refuse to rest on their laurels.
“This campaign was created to recognize all that the Honda Accord has achieved as well as inspire everyone to keep reaching higher, to never rest on your laurels,” said Susie Rossick, assistant vice president, Honda marketing in a release.
The spot breaks this week during televised NFL and NHL games. The creative concept will surround trophy-winning moments across entertainment and sports. Broadcast highlights will include the Golden Globes and Latin Grammy Awards, along with a presence in both regular and post-season games across NFL, NCAA Football, NBA, and the NHL.
As part of a larger NBC deal, the Accord will also make a special appearance on the Nov. 2 episode of Will & Grace on NBC, as well as on the Nov. 1 and Nov. 2 episodes of The Tonight Show with Jimmy Fallon. Custom Accord content will also air during the Nov. 4 episode of Saturday Night Live.
The all-new Accord will also be featured on ESPN’s SportsCenter in December. Digital media will follow the same approach, with an ESPN.com home-page takeover on the day of the Super Bowl and an MSN.com home-page takeover the following day. People magazine will also feature the Accord within its Golden Globes, SAG, Oscar, and Grammy Awards issues.