Honda's Humorous Spots Add 'Personality' To SUVs

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The media term “roadblock” is all too literal for automotive cable advertisers, where it’s not uncommon for car ads to crowd four or even five of every six slots in a commercial pod. This week, American Honda Motor Co. breaks the first of six spots designed to break through the logjam.

Cable is a key part of Honda’s model-year 2005 ad plans, and independent agency RPA in Santa Monica, Calif., has fashioned distinct “personalities” for the automaker’s three SUVs to stand out in this ultra-competitive slice of the light-truck market, said Bill Hagelstein, RPA’s evp and COO.

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