Honda is all set to run a Super Bowl ad for the second year in a row and the automaker is using this opportunity to plug the redesigned 2017 Honda CR-V. Honda agency-of-record RPA will handle the spot. The length of the other creative details of the ad were not revealed by Honda.
"The Super Bowl is the appropriate stage to introduce America to the bold and sophisticated new Honda CR-V," said Susie Rossick the assistant vice president of Honda auto marketing. "With the largest audience and reach of any single television event, the Super Bowl is a platform befitting the CR-V's status as the best-selling SUV in America, and the perfect place to celebrate CR-V's 20th anniversary."
After Kia, Honda is only the second automaker to confirm an ad buy for Super Bowl LI. The automakers, Toyota and Mini have advertised in Super Bowl 50. They have confirmed they are not coming back this year. Audi, Buick, Hyundai, Jeep and Honda-owned Acura also ran 2016 Super Bowl ads. However, they are yet to reveal their plans for 2017, reported Auto News.
The 2017 Super Bowl ad will be the third time that Honda will feature the CR-V in the game. Back in 2012, Honda plugged the launch of the previous generation CR-V with a spot called "Matthew's Day Off." The ad starred Matthew Broderick and paid homage to the 1986 movie "Ferris Bueller's Day Off."
The first ad of CR-V in the Super Bowl came in 2007. That ad was called "News" and showed the CR-V traveling through a print issue of USA Today, reported Carscoops.
The automaker is trying to use the platform to build momentum for the redesigned CR-V. The vehicle went on sale Dec. 21 and it boasts off the model's first-ever turbocharged engine. It is reported that Honda sold 319,557 CR-Vs in the first 11 months of 2016. This is an increase of 1.6% y/y from 2015.
Honda stated that the CR-V is "on its way to its best sales year of all time and will mark seven straight years of U.S. sales growth for CR-V and the model's fifth year in a row of being the outright best-selling SUV in America."