Ad of the Day: Honda Fit Mini-Car Is Fit for Millennials

Squealing meerkats not included

The new Fit mini-car can fit many things, and do many others—pretty much whatever your whimsical millennial heart desires, at least according to Honda.

Starring comedian Nick Thune, a pair of fast-talking new spots make the case that the mini car, now redesigned, is perfect for the stuff that everyone knows Gen-Y types all love, like 1980s-inspired electro pop, colorful bicycles and moving to the Pacific Northwest (Seattle, though, not Portland).

Aimed at a ripening market for car brands, it will also do practical things like pack in the contents of your dorm room, because you, undergrad millennial, might be striking out into the world, or get you to the hospital because you, yuppie millennial, might be having your first baby, or might just get you, free spirit millennial, to yoga class, because you are in touch with your body.

It will not do some things, like predict the future, because after all, it is just a car. It will, however, in what's probably the best moment of both commercials, make a meerkat squeal with delight, because who doesn't want to see an adorable rodent displaying vaguely human qualities? (Thank you BuzzFeed.)

The rapid-fire riffing make the spots feel ad-libbed—a light but persuasive pitch. It's smart to put the emphasis on flexibility and individuality. (Millennials are famous for being fickle narcissists, after all.) And in that context, an amorphous tagline—"Start something special"—is actually the right kind of dog-whistle message, with fill-in-the-blank appeal.

Embrace the myriad possibilities for having fun in a car that starts at just $15,000.

Women millennials, though, will have to live with the fact that the pink, anti-wrinkle Japanese version of the Fit, appears not to have made it to the U.S.


Agency: RPA
Client: Honda

Executive Vice President, Chief Creative Officer: Joe Baratelli
Senior Vice President, Executive Creative Director: Jason Sperling
Associate Creative Director, Copywriter: Sarah May Bates
Creative Director, Art Director: Demian Oliveira
Seniopr Art Director: Leo Borges
Copywriters: Amina Abdel-Halim, Peter Megler
Art Director: Joaquin Salim
Senior Vice President, Chief Production Officer: Gary Paticoff
Vice President, Executive Producer: Isadora Chesler
Producer: Phung Vo
Vice President, Director of Business Affairs: Maria Del Homme
Senior Business Affairs Manager: Jennifer Ross
Senior Vice President, Management Account Director: Brett Bender
Vice President, Account Director, National/Corporate Advertising: Jeff Moohr
Vice President, Management Supervisor: Cathy O’Gorman
Senior Account Executive: Angelica Hollander
Assistant Account Executive: Paul Sulzer

Production Company: Biscuit Filmworks
Director: Mike Maguire
Managing Director: Shawn Lacy
Executive Producer: Colleen O’Donnell
Head of Production: Rachel Glaub
Director of Photography: Toby Irwin
Line Producer: Tracy Broaddus
Production Supervisor: Mitch Livingston

Editing: Cut & Run
Editors: Jay Nelson, Lucas Eskin
Managing Director: Michelle Eskin
Executive Producer: Carr Schilling
Head of Production: Amburr Farls
Assistant Editors: Sean Fazende, Clarke Rives

Visual Effects, Finishing: A52
Executive Producer: Megan Meloth
Head of Production: Kim Christensen
Producer: Meredith Cherniack
Visual Effects Supervisor: Andy McKenna
Lead Flame: Brendan Crocket

Composer: Jeremy C. Simon
Telecine: Company 3
Artist: Sean Coleman
Producer: Matt Moran

Mix, Sound Design: Lime Studios
Engineer: Dave Wagg
Assistant: Adam Primack
Executive Producer: Jessica Locke

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.