The wraps only just came off the all-new but not-so-new looking 2012 Honda Civic at this week’s 2011 New York Auto Show, yet the Japanese automaker has already launched an advertising campaign for its popular compact model. The fully integrated national campaign is called “To Each Their Own” and it’s the creative work of Honda’s long-standing agency, RPA.
The campaign touts the idea that consumers are all different and there's a unique Civic for each of one of them, bringing attention to the variety of different Civic models. The ads feature five distinct characters, with each one of them representing a different model.
The stars are: Jack the urban woodsman who shows off the Civic Hybrid; Mitch the zombie salesman who’s into high-tech gadgets and drives a Civic Sedan; Teeny the monster college student in the fuel-efficient HF model; Aiko the young Ninja girl paired up with the Civic Si and finally, Cesar, the Champion Luchador who drives a Civic Coupe.
“The five different characters keep it entertaining and set the campaign apart. But, just as importantly, reveal that there's a Civic out there for everyone," said Joe Baratelli, EVP, ECD at RPA.
Four ("Apartment," "Woodsman," "Zombie," "Ninja") of five new Civic spots began airing on network on April 20, with the "Monster" clip to debut on May 5. Check out the four spots in the videos below.
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