Honda Plays Up Rugged Capability In Truck Creative

Honda’s latest rugged light truck creative includes a Hispanic TV spot with a sports-oriented theme.

The company overcame supply issues in 2021 to post record light truck sales of over 800,000 units, record electrified vehicles sales topping 100,000 units, and passenger car sales of nearly 500,000 units for the year.

To continue this momentum, Honda partnered with agency partner RPA and Hispanic AOR Orcí for new work which focuses on the rugged capabilities of the  Honda SUV lineup, powersports products, and motorsports activities. 

The new 30-second general market spot from RPA, “Powerful Drivers,” features the 2022 Passport TrailSport SUV, along with the 2022 Pilot Special Edition.



It will be featured during NBA and NHL games, as well as during the 2022 Winter Games in select markets. It will also be featured on streaming services, such as Hulu, NBC Universal, Prime Video and CBS Sports, and on digital properties, including an interactive experience on Amazon Fire TV, as well as Twitch, ESPN, GumGum, Spotify, Vox, Tripadvisor and Expedia. 

A Mandarin language version of the spot aims to reach the Chinese audience in major markets.

Always a New Goal” from Orci introduces viewers to the rugged new design of the adventure-ready 2022 Passport TrailSport SUV via completely different creative from the general market spot -- not simply a Spanish overdub.

The 30-second spot features athletes like off-road triathlete Humberto Rivera and professional motocross racer Eric Yorba, as they showcase the power of continually setting new goals.

The media buy for that spot includes streaming services such as Hulu, Univision, Telemundo, Discovery, NBCU and ESPN Deportes. It will also run in select regional TV markets during the Super Bowl in February.

Social video placements for all spots will include Facebook, Instagram, Snapchat, TikTok and Reddit, including category takeovers.

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