Honda: Summer Clearance Event

Honda Clearance Sale spots are made by the advertising agency RPA and it attempts to capture that moment when the customer falling for a Honda car in the showroom…

There are four spots for US:

‘Angels’ – 2016 Multi-Vehicle
‘Dress’ – 2016 Civic LX Sedan. Music is My Life Would Suck Without You by Kelly Clarkson
‘Float’ – 2016 CR-V LX. The music is Go Go‘s song from the 1980s
‘Red’ – 2016 Accord LX Sedan Music is Crazy In Love by Beyonce, Jay-Z

A celebration of America’s love for a diverse array of musical styles and genres, each execution involves a fantasy sequence with a hit song interpreted by a different singing group. The Accord video features sharp, cherry-suited rockers singing a doo-wop version of a top pop song. The Civic video creates a classic 1960s girl group to interpret a hit ballad. For the CR-V and Fit videos, the soul of gospel-singing idols re-imagines an ’80s masterpiece. The Odyssey video features a children’s choir in America’s most popular minivan singing a charming rendition of a well-known rocker tune. And finally, a multi-vehicle video lifts viewers with an angelic boy group clad in white rising above the floor.

This eye-catching campaign celebrates that moment when a buyer falls for a new Honda, and the Honda brand begins an enduring connection with the customer,” said Susie Rossick, Assistant Vice President of Marketing at American Honda Motor Co., Inc. “Ultimately, our goal is to break through the car sales-event clutter and remind people that summer is the best time to get a great deal on a Honda.

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Twist on different popular songs

8.8

Catchy tunes and good execution.

Memorable8.0
Effective8.0
Style9.0
Heart or Humor9.0
Execution10.0

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