Honda Unveils Hispanic Spot for Pickup

LOS ANGELES American Honda Motors breaks its first Hispanic work for the Ridgeline pickup truck tomorrow, the automaker confirmed.

Created by Honda’s Hispanic shop, La Agencia de Orci & Asociados, Los Angeles, the 30-second “Kingdom” spot shows the Ridgeline trekking through the rugged terrain of Death Valley in California, finally ascending to a peak. The driver walks to the back of the truck and shows off its in-bed trunk. Voiceover copy declares, “Your kingdom. Your throne.”

The spot will be accompanied by a print campaign with an associated tagline, “Every king deserves a throne.”

Barbara Ponce, manager of emerging markets, national advertising, for the Torrance, Calif.-based AMH, expects an unusually enthusiastic response to the Ridgeline, Honda’s first pickup, from Hispanics, which traditionally favors trucks. “Three of the top five vehicles sold to Hispanics are trucks,” Ponce said in a statement. “The introduction of the Ridgeline to the U.S. Hispanic market provides a tremendous business opportunity.”

Ponce said that Honda will likely increase Hispanic media expenditures this year to support the Ridgeline introduction. In 2004, AHM spent $15 million on Hispanic media, per Nielsen Monitor-Plus.