The all-new 2013 Honda Accord is launching Sept. 19, with an emotionally driven, integrated multimedia campaign designed to artfully highlight the new Accord's sophisticated design, dynamic performance, rich feature content and value.
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The "It Starts with You" campaign, was built around the Honda philosophy of designing the Accord around the needs of the driver and occupants. The Accord campaign highlights numerous new technologies that enhance the model's dynamic driving experience, as well as, the styling cues that improve visibility and efficiency.
"This campaign demonstrates how Honda's deep understanding of the customer allowed our engineers to perfect the mid-size sedan in the new Accord," said Mike Accavitti, vice president of automotive marketing at American Honda Motor Co., Inc. "The new Accord excels in all areas that are important to the mid-size buyer so we created an emotionally engaging launch campaign that delivers that message while showing what makes Honda different from the competition and the smart choice."
Starting this week, the Accord will maintain a heavy presence on TV with spots that have a decidedly real and earnest feel and are meant to capture everyday people living their busy lives.
"We didn't want to show a commercial-perfect representation of life. Our characters have flaws," said Jason Sperling, senior vice president and group creative director at RPA. "They get mad and pound the steering wheel. Sometimes they are happy, sometimes exhausted, sometimes frustrated or impatient. Sometimes they take their eyes off the road for a split second. Sometimes they just want a moment of peace."
The Accord campaign also extends to include unique culturally relevant elements for Hispanic and African American consumers. Both campaigns were developed to be complementary with the general market but have a unique take on the "It Starts with You" campaign.
"The Hispanic market campaign focuses on the themes of achievement and moving forward without forgetting the past, which are representative of the Hispanic experience in the U.S.," said Robert Santiago, director of client services at Orci.
The Hispanic advertising campaign is titled "Pensado en Ti" (made with you in mind), while the African American campaign is told through the eyes of children in a spot called "Role Models".
"We wanted to highlight technology that would appeal to the African American consumer in a way that would resonate with their daily lives," said Wilky Lau, executive creative officer with Muse Communications. "Telling the story through children allows us to highlight the importance of the vehicle's innovative technology in real-life scenarios."
To establish the "It Starts with You" premise, Honda, for the first time, is airing a 90-second spot, "We Know You." Subsequent spots highlight specific areas of the Accord's new feature set: technology, luxury, performance and safety. A series of 15-second spots focus on specific features like Lane Departure Warning and Honda's exclusive LaneWatch blind spot camera system.