• by Tanya Gazdik , March 16, 2018

IndyCar driver James Hinchcliffe is starring in a new series of ads for Honda to help kick off the “Honda Dream Garage Spring Event.”

This is the first time that Honda has used an IndyCar driver to act as a national spokesperson.

Starting this week, the RPA-created ads showcase a multitude of “dream” deals to be had on Honda’s lineup of vehicles, powersports and marine equipment. Five spots focus on CR-V, HR-V, Clarity PHEV, Pilot and the Civic. 

The event is set in a garage that showcases the automaker’s unique product portfolio, including motorcycles and power equipment, says David Yick, the marketing manager at American Honda who is overseeing the campaign.

“No one else in the auto industry can speak to such a diverse offering of products,” Yick tells Marketing Daily. 

Hinchcliffe brings not only Honda’s authentic racing spirit to the campaign, but a likeable personality with a sense of humor that is the perfect match for the creative direction, Yick says.

“Big Deals” introduces Hinchcliffe and shows off the entire Honda lineup. “Dreams Do Come True” features the 2018 CR-V LX and 2018 HR-V LX which Hinchcliffe notes have “style for the city, and ground clearance for the country.”

In “Electrify” for the 2018 Clarity Plug-In Hybrid, Hinchcliffe points out that the Clarity is easier to use then his “company vehicle, a.k.a. his race car. “Get the Lights” shows off the roomy  2018 Pilot LX, which has room for eight. “Sport Mode” plays up his fast the Civic LX is.

The campaign runs through April 29 across broadcast, print, radio, digital and point of purchase.