Two of Comedy Central's late-night correspondents, Jordan Klepper and Mike Yard, have found a new use for Honda's 2016 Civic: drag racing, at least until the network's legal department wisely steps in.
That's the premise of one of two custom spots for Honda. And it all leads up to Comedy Central's Late Night Showdown, a crossover event that pits members of the network's three late-night series in a Battle of the Network Stars-like event. Klepper, from The Daily Show, and Yard, who appears on The Nightly Show with Larry Wilmore, will be joined by @midnight's Ron Funches on a special episode of @midnight Monday night.
To help promote the event, Comedy Central got Klepper and Yard to create custom spots for Honda, including the drag-racing stunt, which debuts tonight during The Daily Show.
The other spot features the two sitting in a Civic on a stakeout waiting for @midnight host Chris Hardwick (who never shows up):
It was Honda that got the ball rolling on Late Night Showdown, after working last year with The Nightly Show on its #KeepIt100 contest to promote the new Acura. Chris Ficarra, svp of integrated marketing for Comedy Central, told Adweek that Honda wanted to go bigger for their next marketing stunt. "We pitched them this idea, and once they expressed interest, we started to build it out together," he said.
Along with the two spots, Comedy Central will create behind-the-scenes videos with Yard and Klepper to push out on social media over the weekend and into Monday. Ficarra said it wasn't difficult to get the three late-night shows on board. "The shows already cross-promote each other," he said.
"We are always looking to push the envelope and engage in a fun and youthful way with our core audience across traditional and digital platforms," said Tom Peyton, assistant vp of advertising and marketing at American Honda. "This opportunity to build these unique vignettes with Comedy Central talent breaks through the clutter in a fun, entertaining and nontraditional way."