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Old 20 Sep 2012, 01:58 am
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Default Honda kicks off new Accord sales with configurator, new ad campaign

From AB

9/17/2012 - TORRANCE, Calif.

The all-new 2013 Honda Accord is launching September 19, with an
emotionally driven, integrated multimedia campaign designed to
artfully highlight the new Accord's sophisticated design, dynamic
performance, rich feature content and value.

The 'It Starts with You' campaign, was built around the Honda
philosophy of designing the Accord around the needs of the driver and
occupants. The Accord campaign highlights numerous new technologies
that enhance the model's dynamic driving experience, as well as, the
styling cues that improve visibility and efficiency.

"This campaign demonstrates how Honda's deep understanding of the
customer allowed our engineers to perfect the midsize sedan in the new
Accord," said Mike Accavitti, vice president of automotive
marketing at American Honda Motor Co., Inc. "The new Accord
excels in all areas that are important to the midsize buyer so we
created an emotionally engaging launch campaign that delivers that
message while showing what makes Honda different from the competition
and the smart choice."

Starting this week, the Accord will maintain a heavy presence on TV
with spots that have a decidedly real and earnest feel and are meant
to capture everyday people living their busy lives.

"We didn't want to show a commercial-perfect representation of
life. Our characters have flaws," said Jason Sperling, senior
vice president and group creative director at RPA. "They get mad
and pound the steering wheel. Sometimes they are happy, sometimes
exhausted, sometimes frustrated or impatient. Sometimes they take
their eyes off the road for a split second. Sometimes they just want a
moment of peace."

The Accord campaign also extends to include unique culturally relevant
elements for Hispanic and African American consumers. Both campaigns
were developed to be complementary with the general market but have a
unique take on the "It Starts with You" campaign.

"The Hispanic market campaign focuses on the themes of
achievement and moving forward without forgetting the past, which are
representative of the Hispanic experience in the U.S.," said
Robert Santiago, director of client services at Orci.
The Hispanic advertising campaign is titled "Pensado en Ti"
(made with you in mind), while the African American campaign is told
through the eyes of children in a spot called "Role

"We wanted to highlight technology that would appeal to the
African American consumer in a way that would resonate with their
daily lives," said Wilky Lau, executive creative officer with
Muse Communications. "Telling the story through children allows
us to highlight the importance of the vehicle's innovative technology
in real-life scenarios."

To establish the "It Starts with You" premise, Honda, for
the first time, is airing a 90-second spot, "We Know You."
Subsequent spots highlight specific areas of the Accord's new feature
set: technology, luxury, performance and safety. A series of 15-second
spots focus on specific features like Lane Departure Warning and
Honda's exclusive LaneWatch™ blind spot camera system.

Spots will be seen during the Emmys® and during the most-talked-about
new-season premieres, including "CSI," "Dancing with
the Stars," "Fringe," "Mike and Molly,"
"Modern Family," "NCIS," "Revenge,"
"60 Minutes," "The Good Wife," "The
Mentalist" and several others. There will be additional presence
during the MLB World Series, college football, NFL, NHL Winter Classic
and regular-season games and the NBA. Accord video units will also run
prior to connected TV app content such as movies, TV and music via
gaming consoles and Smart TV devises. In a Honda first, the
Spanish-language TV spot will debut on an English-language network
when it airs on NBC during the 2012 NCLR ALMA Awards on September 21.

The print, outdoor and online extensions of the campaign take a
lighter look at humanity. Simple and iconic portraits of people
demonstrate the benefits of a particular advanced Accord feature. In
one execution, a woman's overly large hairstyle hinders her peripheral
vision, making a strong case for the vehicle's LaneWatch™ capability.
Other ads feature a baby lulled to sleep by the Accord's extra-quiet
interior and a bubble-gum-blowing executive whose view is blocked by
an enormous bubble, showing a moment where the vehicle's new Forward
Collision Warning could help prevent an accident.

Print will run in Forbes, People and Wired and in high-profile special
issues, including Sports Illustrated Swimsuit Edition and TIME Person
of the Year issue. Outdoor will be seen in 28 markets, and national
in-theater will run in October.

Two premier digital firsts will position Accord creative in new and
interesting places:

One of the first advertisers to integrate with Pulse, a news
aggregating mobile and tablet app and will be featured on many of the
most popular feeds.
Sponsor of NFL video content across desktop, mobile and tablet,
including Video on Demand.
To create immediate reach, home-page takeovers are planned on AOL,
MSN, Yahoo! and YouTube. The Accord will also be the presenting
sponsor of a new original Yahoo! video series, "The Road to
Saturday," which follows college football teams in a documentary
style as they prepare for an upcoming game. In addition, Accord
creative will also be integrated into the two largest mobile social
games: Words With Friends and Scramble With Friends.

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