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Honda Pays Homage to Famous Film in Super Bowl XLVI Commercial
Award-winning actor Matthew Broderick is starring in a fourth-quarter Super Bowl commercial to promote the all-new 2012 Honda CR-V.
"Matthew's Day Off" is part of an integrated, multiplatform advertising campaign that began earlier this month to support the launch of the all-new Honda CR-V. The campaign encourages the active, hip Gen-Y audience transitioning between their carefree twenties and their more focused thirties to conquer their aspirations by completing their own "Leap List."
"Our primary goal is to support the launch of the all-new CR-V, a pillar vehicle in the Honda lineup, while representing the inherent fun and youthfulness of the Honda brand," said Tom Peyton, Honda brand manager, American Honda Motor Co., Inc.
Playing off the Leap List concept, "Matthew's Day Off," directed by Todd Phillips (The Hangover, Due Date, Old School), stars Broderick playing himself while drawing on his well-known coming-of-age character that the CR-V target audience grew up watching.
"As with our other CR-V commercials that began airing this month, this fun commercial reminds viewers to go out and embrace life — do the things you want to do, not just the things you have to do," said Joe Baratelli, EVP, ECD at RPA, Honda's longstanding agency of record.
Hidden in the commercial are dozens of "Easter eggs" reflective of the original film. Fans are encouraged to watch the spot closely to see how many references they can find. For example, an iconic vest that was worn in the original movie is visible in a department store window that appears briefly. To view the commercial and comment on the "Easter eggs," viewers can go to http://www.facebook.com/hondacrv.
To build anticipation for Honda's Super Bowl commercial an eight-second teaser, "Coming Soon," was loaded onto YouTube on Jan. 26 and amassed nearly four million views. A pre-game release of a 2-minute 23-second extended version of "Matthew's Day Off" will be supported by public relations, search marketing and social media. In addition, Honda fans will get a sneak peek of the Super Bowl ad on Honda's Facebook page and Google+ page, which was just launched last week. Fans are encouraged to use the hashtag #dayoff online when talking about Honda's Super Bowl commercial. Momentum will continue the week after the game with several large portal takeovers featuring "Matthew's Day Off."
About the 2012 Honda CR-V
On-sale nationwide, the all-new, fourth-generation 2012 Honda CR-V introduces an upscale styling direction, greater fuel efficiency, and added features and functionality. Compact on the outside and roomy inside, the CR-V represents an ideal balance for size and capability in the entry SUV segment. The all-new five-passenger CR-V offers improved car-like interior comfort, a smoother and quieter ride, and even more innovative features than the previous model.
Honda offers a diverse lineup of 12 cars and trucks that include the mid-sized Accord, compact Civic, CR-V crossover SUV and Odyssey minivan. Honda also offers a wide range of fuel-efficient and low-emission vehicles that include the Insight hybrid, Civic GX (compressed natural gas-powered vehicle), Civic Hybrid, CR-Z (sport hybrid coupe) and FCX Clarity (fuel cell-electric vehicle). Honda began operations in the U.S. in 1959 with the establishment of American Honda Motor Co., Inc., Honda's first overseas subsidiary. Honda began U.S. production of motorcycles in 1979 and automobiles in 1982.
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