The wraps only just came off the all-new but not-so-new looking 2012 Honda Civic at this week’s 2011 New York Auto Show, yet the Japanese automaker has already launched an advertising campaign for its popular compact model. The fully integrated national campaign is called “To Each Their Own” and it’s the creative work of Honda’s long-standing agency, RPA.
The campaign touts the idea that consumers are all different and there's a unique Civic for each of one of them, bringing attention to the variety of different Civic models. The ads feature five distinct characters, with each one of them representing a different model.
The stars are: Jack the urban woodsman who shows off the Civic Hybrid; Mitch the zombie salesman who’s into high-tech gadgets and drives a Civic Sedan; Teeny the monster college student in the fuel-efficient HF model; Aiko the young Ninja girl paired up with the Civic Si and finally, Cesar, the Champion Luchador who drives a Civic Coupe.
“The five different characters keep it entertaining and set the campaign apart. But, just as importantly, reveal that there's a Civic out there for everyone," said Joe Baratelli, EVP, ECD at RPA.
Four ("Apartment," "Woodsman," "Zombie," "Ninja") of five new Civic spots began airing on network on April 20, with the "Monster" clip to debut on May 5. Check out the four spots in the videos below.
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14 Comments:
The Civic is a perennial favorite. Nice job on the commercials. I remember when the Honda 600 came to the States. It was so small compared to everything being offered at the time. Who would have known that Honda would evolve to where it is today?
The adverts are trying so hard. But the product fails. New generation? Give me a break.
LOL The new Civic is so MEH - even GM and Ford are overtaking Honda with 6 speed autos, new engines and (at least in Ford's case) exciting exterior designs.
ALEX
Funky commercial, very unfunky car. Not the target customer that will buy dull.
i think there was a reason why they cut out the part where the Si hits the 7k rpm limit. LOL
If only the new "re-designed" Civics were as interesting as these commercials.
I think Honda thinks all the other car company's are stuck in 90's and up to recent 2000 models. Snazzy commericals aren't good enough reason for offering of this half baked redesign and behind the times tech. I still believe in if its isn't broke you can make it just a bit better and nicer to look upon.
Sorry, I'll take an Elantra or Focus instead.
They have too many new and hard to beat competitors now to be selling such a boring car.
Funky Lipstick on a pig is still a pig. God this car get more ugly every time I see it.
Sorry I mistype my first post
The Civic was a perennial favorite. Nice job on the commercials. I remember when the Honda 600 came to the States and it was kool and not ugly like this new civic. the cool 600 was so small compared to everything being offered at the time. Who would have known that Honda would evolve to where it is today from kool to bla?
I just brought a new 2011 Hyundai Elantra and this car is ten folds better then honda has ever been. Thank god for Hyundai because Honda left us behind in 1999.
i like what honda did for 2012: a number of distictive models of the civic. drove a four door ex model date of intro. loved it. solid. flawless. i have a 2010 accord & was drawn to the civic as a 2nd car to replace my wife's 2008 honda. there were no coupes and the si models to look at when at the dealership, but i shall return. great car for certain.
why a commercial for a aging model like the civic. They should spend the money to redesign first cause I was looking at those pics and video and it looks long in the tooth. how old is this design?
I want to see a clash of the ugly titans commercial. just use this ugly civic and a 2011 scion tc. I think the reasons that Honda is making such ugly designs is they know Toyota is not a threat to them with Toyota recall nightmares and poor reliability, Honda may have equally ugly designs as Toyota but their still reliable unlike Toyota. so the civic even though it is ugly would win. maybe when Honda does a new civic ti will look nice. my Friend has this same model as in the commical but his is a MY06 BUT YEA THIS 12 MODEL AND06 ARE THE SAME. MAYBE IN THE NEXT 2 YEARS HONDA WILL GIVE A NEW CIVIC
Really honda come on just make a new civic
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