Rubin Postaer Breaks From Tradition, Promotes Honda Accord as a Value Buy

LOS ANGELES – Rubin Postaer & Associates pulls out some fancy driving moves this week, introducing the 1994 Accord from American Honda Motor Co. with an estimated $24 million in spending between now and December.
Abandoning past campaigns’ smugness, the shop broke tradition and launched the campaign with a value-for-the-money mantra that focuses on its price – unchanged despite the increases in the Japanese yen. Subsequent spots will try to fight off Honda’s reputation for middling style and attract a younger audience without distancing its traditional consumer.
Rubin Postaer co-principal and creative director Larry Postaer called the introduction the biggest launch ever for Accord.