RPA launched a new, music-fueled campaign for Honda, promoting the Honda Summer Clearance Event.
In “Red,” a man falls in love with a 2016 Accord LX Sedan (which is not red, surprisingly) to the tune of Beyoncé‘s “Crazy in Love,” as performed by a doo-wop style vocal group. When asked if he likes it by a sales representative he tries to play it casual, but has a terrible poker face. Also, the dashboard caress is a tad creepy.
The rest of the spots in the campaign all follow the same basic approach, albeit with different music and car models. Other love songs turned vehicular infatuation songs are “Head Over Heels” in “Float” and “Take My Breath Away” in “Angels.” Kelly Clarkson gets some love in spot “Dress” as well. We’re not sure the dramatic and cheesy approach does a lot to sell the cars in question but the spots are at least different enough to stand out from the summer clearance sale pack.
“Ultimately, our goal is to break through the car sales-event clutter and remind people that summer is the best time to get a great deal on a Honda,” Honda assistant vice president of marketing Susie Rossick told Adweek.