Honda is bringing to life the all-new 2016 Civic Coupe in a new integrated advertising campaign that highlights the vehicle's role as the most stylish, refined, dynamic and connected car in its class.
The multiplatform campaign launching today includes TV, print and digital executions that highlight the vehicle's innovative new styling and advanced features while playfully communicating how the 2016 Honda Civic Coupe challenges the way people perceive the world around them.
In "Square," (http://honda.us/HondaSquare) the Civic Coupe's new 30-second TV spot, a world is depicted that is dominated by dull square forms, from square people and square dogs to square cars, even the ad itself is shown in a square format. This "square" world is completely disrupted when the all-new Civic Coupe arrives, flaunting a new sleek design and sporty curves. When airing on TV and in pre-roll formats, the commercial will be confined into a square format, which will then expand into full frame as the Civic Coupe arrives.
"The bold styling and dynamic performance of the all-new Honda Civic Coupe have reset customer expectations for the compact car experience," said Susie Rossick, Assistant Vice President of Marketing at American Honda. "Our new campaign visually represents how the Civic Coupe is breaking the rules of conformity."
"Square" will debut across high profile primetime, sports (NHL and NBA), cable and online video properties. Print executions will illustrate that 'Curves are Better' in publications including Car and Driver, Road & Track, Autoweek, Motor Trend and Automobile.
On the digital front, cross-platform and high-impact advertising units will be featured across select partners, such as Google, Amazon and Pandora. Targeted digital and search support will continue across various platforms, rolling out engaging programs in support of the all-new Civic Coupe throughout the campaign to maintain awareness.
The social media execution continues Honda's tradition of pushing the status-quo boundary by building the first-ever crowd sourced stunt track to tout the performance of the all-new Civic Coupe with the #CivicDreamTrack. Honda is leveraging Facebook and Twitter, asking fans for ideas on how to create the ultimate "Dream Track". If a fan's suggestion gets used in the making of the stunt track, that fan will get a special social media shout-out from Honda. A video of the #CivicDreamTrack will debut across Honda social channels in mid-June. Sneak peeks will also be featured on Honda's Snapchat.
About Honda Civic and the all-new Civic Coupe
The Honda Civic Coupe is the latest arrival in a completely reimagined Civic lineup that kicked off last fall with the Civic Sedan, which was recently named the 2016 North American Car of the Year. The Civic is America's top retail selling compact car and the most popular vehicle in America with U.S. millennials. The sporty and sophisticated 10th-generation Civic lineup features new Honda turbo engine technology, class-leading EPA fuel economy of up to 42 MPG and the latest in connected-car technology, including both Apple CarPlay® and Android Auto™. The 2016 Civic Coupe will be followed by the all-new Civic 5-Door hatch will launch later this year, followed in 2017 by Civic Si variants and a radical new Civic Type-R, topping off the sportiest, most expansive model lineup in the 44-year history of Civic.
Honda offers a full line of reliable, fuel-efficient and fun-to-drive vehicles with advanced safety technologies through approximately 1,000 independent U.S. Honda dealers. The Honda lineup includes the Fit, Civic and Accord passenger cars, along with the HR-V, CR-V and Pilot sport/utility vehicles, and the Odyssey minivan. The next generation Ridgeline pickup truck is set to debut later this year.
Honda has been producing automobiles in America for more than 30 years and currently operates 19 major manufacturing facilities in North America. In 2015, more than 99 percent of all Honda vehicles sold in the U.S. were made in North America, using domestic and globally sourced parts.