Honda are well known for their love of quirky car advertising so it is no surprise that they’ve done something interesting again. They’ve not stuck an ageing Hollywood action hero on the top of a Civic, instead they’re singing about how great everything is.
The ad comes from the minds of RPA and features a specially composed track put together by Hum and the band Vintage Trouble. It is a music driven, pardon the pun, film and once again Honda’s agency does as much as they possibly can to focus on the brand and not the product. I’d like to state now that I own a Honda Civic so I fully appreciate how dull the majority of their cars are.
Honda’s campaign is titled “One More Thing to Love about Today” and also features a partnership with Spotify that will allow participants “to create a unique, social media and music mash-up by connecting their activity on various social platforms and set the scrapbook to music they were listening to at different times in their lives”. That sounds to me like its adding your Spotify history to your Facebook posts but I’ll have to wait to see if I am right about that. They are also teaming up with SoundHound to provide full track previews somewhere. Oh wait they are also going to offer 8-track stereos in all their new models and reinvent Opera. Alright I made up those last two bits.
Honda has a nice piece of creative here but maybe the “go-faster stripes” they’ve added with the digital music platforms are not really adding much. We’ll have to wait and see but in the meantime #LoveToday.