Honda Breaks New Accord Ads

LOS ANGELES — Honda has unveiled a new campaign for the redesigned Accord, with the new tag “More Accord than ever.”

Four 30-second spots created by Rubin Postaer & Associates in Santa Monica, Calif. are shot in letterbox style and narrated by Richard Dreyfuss, who has been the voice of Honda for approximately four years.

Campaign spending was undisclosed. Honda spent $95 million on ads for the Accord last year and $80 million for the first six months of this year, per CMR.

A spot breaking Sept. 9 during Monday night football shows the Accord sedan in a field, with a foreboding sky in the background. A voiceover asks, “Will it become the car by which all other cars are judged? Will lightning strike again?”

The spot stresses Accord’s leadership position, said Larry Postaer, evp and director of creative services for RPA. The Accord is the automaker’s best-selling model and was the best-selling car in the U.S. in 2001.

Another spot, called “Armada,” features a jet coming in for a sneak peak and some photos of the Accord sedan as a professional driver takes it for a test run. He drives it under a canopy just as the plane flies overhead. A fleet of airplanes appear in the sky as a voiceover says, “Introducing the much-anticipated, all new Accord from Honda.” That spot will begin airing after Sept. 11, and will also appear in theaters.

A third execution touts the Accord’s 240 horsepower engine and voice-activated navigation system, which responds to 180 commands. A fourth spot shows the coupe in limbo on a stage as a German-language CD is inserted. A male voice says, in German, that the car is “refined” and “powerful,” and the English translation is given.

TV spots will air nationally during sports and prime-time programs. The campaign also includes print and outdoor efforts.

Sales for the Accord are expected to top 400,000 during the 2003 model year.