SportsMarketing
Honda will run a Super
Bowl ad for the second straight year with the automaker using this year's game
to plug the redesigned 2017 Honda CR-V.
Honda agency-of-record RPA
will handle the spot. Honda declined to reveal creative details or the length
of the ad.
"The Super Bowl is
the appropriate stage to introduce America to the bold and sophisticated new
Honda CR-V," Susie Rossick, assistant VP-Honda Auto Marketing, said in a
statement.
"With the largest
audience and reach of any single television event, the Super Bowl is a platform
befitting the CR-V's status as the best-selling SUV in America, and the perfect
place to celebrate CR-V's 20th anniversary."
Fox is averaging about $5
million for 30 seconds of commercial time in Super Bowl LI, according to media
buyers.
Honda is only the second
automaker to confirm an ad buy for Super Bowl LI, following Kia. Toyota and
Mini -- which advertised in Super Bowl 50 -- have confirmed they are not coming
back this year. Audi, Buick, Hyundai, Jeep and Honda-owned Acura also ran 2016
Super Bowl ads, but have yet to clarify their 2017 plans.
Last year Honda ran a
60-second Super Bowl ad for its Ridgeline truck that featured sheep singing
Queen's "Somebody to Love." The spot was released on Feb. 1, the
Monday before the game. Honda sat out the 2015 game after running a spot in
2014 called "Hugfest" that promoted safety using a humorous approach
that starred Bruce Willis and Fred Armisen.
The 2017 Super Bowl ad
marks the third time Honda will feature the CR-V in the game. In 2012, Honda
plugged the launch of the previous generation CR-V with a spot called
"Matthew's Day Off" that starred Matthew Broderick and paid homage to
the 1986 movie "Ferris Bueller's Day Off." The CR-V's Super Bowl
debut ad came in 2007. That visual-effects-laden ad was called "News"
and showed the CR-V traveling through a print issue of USA Today, popping up in
photos that showed a hurricane, an opera, a football game and Mars.
This year, the automaker
is making a bid to build momentum for the redesigned CR-V. The vehicle went on
sale Dec. 21 and features the model's first-ever turbocharged engine, according
to Honda. Honda sold 319,557 CR-Vs in the first 11 months of 2016, up 1.6% from
the same-period in 2015, according to data compiled by Automotive News.
Honda stated that the CR-V
is "on its way to its best sales year of all time and will mark seven
straight years of U.S. sales growth for CR-V and the model's fifth year in a
row of being the outright best-selling SUV in America."
Credit: AdAge
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