RPA Trumpets Redesigned Honda Accord

LOS ANGELES—American Honda Motor Co. this week breaks ads for the redesigned Accord, introducing the tagline, “More Accord than ever.” The four 30-second TV spots, print and outdoor ads were created by Rubin Postaer and Associates in Santa Monica, Calif. One spot shows the Accord sedan in a field against a foreboding sky. A voiceover asks, “Will it become the car by which all other cars are judged? Will lightning strike again?” A spot with a photographer in a jet taking pictures of the car will also run in theaters. Spending was undisclosed. The Torrance, Calif., client spent $95 million last year on ads for the Accord and $80 million through June of 2002, per CMR.

At Least 4 Pitching Ben & Jerry’s

BOSTON—Ben & Jerry’s is mulling at least four agencies in the review for its $5-10 million ad account, sources said. Pitching are Cliff Freeman and Partners and Bozell, both New York, Crispin Porter + Bogusky, Miami, and incumbent Fitch, Ann Arbor, Mich., according to sources. Another incumbent, Black Rocket Euro RSCG, San Francisco, and one additional undisclosed shop may also be pitching, sources said. The South Burlington, Vt., client could not be reached; consultants with New York’s AAR Group, which is running the review, declined comment.

Orcí to Promote Bacardi Tequila Cazadores

LOS ANGELES—Bacardi USA tapped Hispanic shop La Agencia de Orcí & Asociados to do research and create a marketing strategy for Tequila Cazadores. The Los Angeles shop won the account following a review that included 20 agencies. The other finalist was Dieste & Partners in Dallas, sources said. Orcí is charged with expanding the brand in the U.S. Billings could not be determined.

Madden Returns for Ace Hardware

SAN FRANCISCO—ABC’s new Monday Night Football color man, John Madden, is back as Ace Hardware’s pitchman. In two spots breaking this week from Goodby, Silverstein & Partners here, Madden is shown on the set of a football broadcast. In one, he talks about the game but starts playing with household tools. In the other, he writes the word “ACE” with the translucent marker he normally uses to critique plays. Ads will run on ABC.

Schadler Kramer Wins Montage Hotels

LOS ANGELES—Montage Hotels & Resorts hired Schadler Kramer Group to handle its ad account, the agency said. Work from the Las Vegas shop will include creating a brand identity as well as a winter multi media consumer and trade campaign to launch Montage Laguna Beach. Billings were undisclosed.

Campaigns Roundup

Mendoza, Dillon & Asociados in Newport Beach, Calif., launched the first Hispanic TV commercial for Diageo’s Smirnoff Ice. The tagline is, “Mueve tus fichas,” which translates to “Make your move.” … Riester-Robb’s Denver office launched new anti-smoking work in Colorado. The campaign features a smoker named Chuck who is frustrated and would like to quit smoking, and is designed to increase calls to the Colorado QuitLine and other smoking-cessation services.