New Ride for Accord: RP&A Breaks $24-Mil. Campaign

Rubin Postaer & Associates will pull out some fancy driving moves this week as it introduces the 1994 Accord from American Honda Motor Co. with the biggest launch ever – an estimated $24 million in spending between December.
Abandoning the smug tones of past campaigns, the shop broke tradition and launched the campaign with a value-for-money mantra that focuses on its price – unchanged despite the increases in the Japanese yen. Subsequent spots will try to fight off Honda’s reputation for middling style and attract a younger audience without distancing the Accord’s traditional consumer market.
Rubin Postaer co-principal and creative director Larry Postaer called the introduction the biggest launch ever for Accord.