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American Honda Motors has gone “groovy” in the new “Musical Road” spot for Civic.
Taking a documentary-style approach, with engineers seen measuring rumble strips with calipers, the ad via independent RPA, Santa Monica, Calif., shows how Honda took over Avenue K near the Mojave Desert in Lancaster, Calif., and tuned it up.
In the spot, grooved surfaces of various heights cause the Civic to strike different notes while traveling on the road. The result: the car “plays” a tune similar to the finale of the William Tell Overture.
RPA considers the spot an example of “experiential” marketing.
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