Honda Rolls Out New Accord Ads

LOS ANGELES-After teasing viewers for weeks with an ambiguous TV ad proclaiming, “It’s coming,” American Honda Motor Co. is set to unveil new ads this week for its retooled 1998 Accord model.
The Accord ads, part of an estimated $100 million ad and marketing push by the Japanese automaker, introduce a new tagline, “An Accord like no other.”
Honda agency of record Rubin Postaer and Associates created the ads, which promote the Accord’s upgraded features. As part of RPA’s media buy, two 30-second ads will air during the season premiere of Seinfeld on Sept. 25. A 30-second spot on the popular sitcom costs approximately $450,000.
A full-page print ad is also running in this week’s TV Guide.
“We’re taking a potpourri of approaches [in the executions],” said agency principal and director of creative services Larry Postaer. “We have two sedan spots and two coupe spots which are very different from each other in tonality.”
“Fun” coupe spots target a younger demographic, Postaer said, while the sedan spots promote the “luxury” of the new Accords. Postaer declined to elaborate on the ads, saying only that the teaser TV commercial, which features an ominous aerial shot of a crowd surging along a city street, will have a “payoff.”
The Santa Monica, Calif., agency has also created three corporate brand commercials that emphasize Honda’s low-emission Accord models introduced earlier this year.
“We’re telling the corporate story in several different ways,” Postaer said. “While these cars have low emissions, there is no sacrifice in performance.”
Two of the brand ads will run in regular rotation on national network TV and cable.
A third has been specifically tailored for Honda-sponsored programming on commercial-free PBS.
Ads will break later this fall for other Honda models, including the Prelude and the Passport.