2014 Honda Civic Coupe – Hispanic Advertising Campaign
Honda is launching the company's latest Hispanic effort for the significantly enhanced 2014 Honda Civic Coupe that went on sale in early December of 2013. The campaign, which focuses on the Civic Coupe's fun, youthful and stylish attributes, airs on Spanish network and cable TV, and also includes a 2-minute online video with supporting digital advertising units.
Known for their Hispanic spin on Techno music and crossover appeal to English-speaking audiences, the band Kinky was tapped to produce a song written exclusively for the new Honda Civic Coupe. The song, "Canción de Fútbol," is the centerpiece of the campaign. The result is an infectious tune that Honda hopes will capture the passion of fútbol fans everywhere. The song will also be released on iTunes later this year.
"The 2014 Honda Civic Coupe is a fresh, young vehicle with fun in its DNA," said Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc. "The new "Gol! Gol!" campaign evokes the same youthful spirit as the Civic Coupe to connect with Honda and fútbol fans alike."
The advertising spots and online videos, directed by famed Mexican actor and filmmaker Diego Luna, depict a couple of young fútbol fans heading to the game in their brand new 2014 Honda Civic Coupe. As they bop their heads to the song on the radio (Kinky's Canción de Fútbol), they look around and notice others are joining in on singing the chorus. Everyone they pass is singing the song, including former Monaco, Barcelona, and NY Bulls fútbol superstar Rafa Márquez, who recently won his first domestic title in Mexico for Team Leon. The spot ends as they arrive at the stadium, where thousands of fans also join in singing the song.
Continuing its outreach to the Latino community, Honda will also launch the new Spanish-language Twitter feed @HondaLatino, which will kick off with the #GolGol campaign. In 2014, Honda will sponsor the "Terra Live Music: Home Sessions", bringing music and adventure on the road to Latinos across the country. Through this program, Honda and Terra will give two users a chance to tour a city with their favorite band in the all-new Honda Civic Coupe. More contest details will be announced later this month.
About Honda Honda offers a complete lineup of cars and trucks through a network of more than 1,000 dealerships in the United States. Honda has more than 30 years of experience producing automobiles in the region, which began with the Accord in Marysville, Ohio, in November 1982. Having produced more than 25 million vehicles in North America through 2012 using domestic and globally sourced parts, Honda currently operates 14 major manufacturing facilities in North America, producing a wide range of Honda automobiles, all-terrain vehicles, power equipment products, engines and transmissions.