New York Auto Show for 2011 on April’s last two weeks served as the host for the 2012 Honda civic. Though the looks are not commendable as the models resembles its previous looks, the manufactures in Japan has made attempts to popularize its model that is compact by its campaign in advertisement. The advertisements were designed on the combined efforts of RPA which has had a long standing relation with Honda. The concept behind the nationwide campaign is “To Each Their Own”.
The advertisement features on the facts that there is diversity in the consumers and every model of Civic is designed for each and every one of them, thus the ad provides a peek on the various models of Civic available on the market. The Characters that are featured on the ad are selected to portray their interest in particular models of Civic.
The heroes who are featured in the ad are, a woodsman who lives in a city named Jack put his show for the Civic Hybrid; a zombie who is a sales salesman named Mitch pampers himself with high-tech gadgets sports the Civic Sedan; a monster student who is in college named college carries himself in a HF model that is proposed for its fuel efficiency; a young Ninja girl named Aiko gears up with to drive the Civic Si and at last but not the least, a Champion in Luchador named Cesar owns the Civic Coupe.
Joe Baratelli, EVP, ECD of RPA commented that all five unique actors in the ad have done their part well to entertain and keep the ad a level ahead of the other ads. The key point that there is a Civic for all has attained its height nationwide.
All the characters except that of the Monster where aired on the 20th April and final monster ad is to make its debut on 5th May.