Honda Won’t Be Returning to the Super Bowl in 2018

But the carmaker will have ads in the playoffs

Steve Carell was one of the celebrities featured in Honda's 2017 Super Bowl spot.
Headshot of Kristina Monllos

For the last three years, Honda has used the Big Game to tout its sports utility vehicle, the C-RV—but the carmaker won’t have an ad in Super Bowl 52, which will take place in Minneapolis on Feb. 4.

“Honda will not be advertising during the Big Game, as it does not align well with the timing of our product launch activities,” said a representative for the brand in a statement. “However, Honda continues to be a strong believer in the ability to connect with consumers through live sports, including the NFL, and you will see our brands represented during the upcoming NFL playoffs.”

Honda’s 60-second spot last year, “Yearbooks”—from the brand’s creative shop RPA—featured high school yearbook photos from celebrities like Stan Lee, Viola Davis and Tina Fey.

It’s unclear if Honda has plans for a social campaign or a guerilla-style Super Bowl effort, as the brand’s rep did not immediately respond to a request for further information. A rep for RPA also did not immediately respond to a request for comment.

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@KristinaMonllos Kristina Monllos is a senior editor for Adweek.