Hispanic Agency Orcí Fits with Honda

By Keith Rose 

We’ve always appreciated the Honda Fit’s “little car that could” vibe, and this new campaign from Orcí, Honda’s AOR for the U.S. Hispanic market, goes the distance in touting the versatility of the subcompact. The work, entitled “#UnBuenFit (A Good Fit”)  spreads the word about the all-new 2015 Honda Fit with TV spots starring comedian Felipe Esparza, the winner of NBC’s Last Coming Standing in 2010 and star of his own stand-up special on Showtime.

The bilingual campaign targets Hispanic Millennials while introducing the model to the US Hispanic market for the first time.


Credits, Spanish version and quotes from Orcí’s CEO after the jump.

Andrew Orcí, the agency’s CEO, writes:

“Introducing the Fit, an unknown model to our Hispanic audience, was a challenge our agency was happy to meet. Honda’s new Fit model meets the needs of the Hispanic millennials who are socializing, working, and studying in metropolitan areas. Our creative executions speak to the cultural paradigms of our audience. We believe that by having Felipe Esparza in our spots, we can authentically connect to our market in a fun and memorable way.”

The campaign, which made its debut June 24th, also includes digital, experiential, and social media components. Fit fanatics can follow@HondaLatino #UnBuenFit on Twitter during the duration of the two-phase cto encourage Honda drivers to share their take on how the Fit is “just their size.”


Executive Creative Director: Ricardo Cardenas
Creative Director: Paula Bourges
Art Director: Emmy De Leon
Copywriter: Omar Ponce
Agency Producer: Sandra Mendiburu
SVP Account Director: Marina Filippelli
Account Executive: Paola Cervantes
Production Company: Rabit Content
Director: Owen Trevor
Editorial/ Music Company: Trulove Post
Editor: Nano Recondo
Music: Juancho