Honda Drives 'Beyond the Road'

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LOS ANGELES American Honda Motors this week launches a major push for Accord via independent RPA with ads that target Gen X and introduce “Beyond the road” as a tagline.

The first of three 30-second spots broke during Monday Night Football on ESPN.

“It is Honda’s largest launch ever,” said Tom Peyton, senior manager, national advertising at Honda, Torrance, Calif., declining to enumerate further. “There’s a sense that as Accord goes, so goes Honda. We have given up the midsize car lead to Camry, and this is a chance to reassume the leadership in the category.”

Peyton





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