Honda will debut national Hispanic advertising for the 2003 Accord this week, featuring an original :30 TV spot, :60 radio spot and print ads created by Honda's Hispanic agency-of-record since 1989,
La Agencia de Orci' & Asociados. In the ads, the Accord is presented as a "driver-focused" car, with many luxury and performance feature. Based on research conducted in Hispanic focus groups in New
York, Miami and Los Angeles, the ads target Latino males in their early 30s with families. The Spanish-language spots will air nationally on Spanish-language TV and radio networks the week of Sept.
16, and will run simultaneous to the general market campaign. The TV spot also will air on English-language cable networks with high Hispanic viewership, including VH-1, Discovery, and MTV. The print
ads will break in October.