Honda is launching an advertising campaign for the 2013 Honda Civic for the third time in 20 months, aiming to push forward the momentum gained during the mid-cycle freshening of the compact car. The latest Civic advertising campaign focuses on the carmaker’s pursuit of continuous improvement. The commercials show how the carmaker improved the Civic for 2013, while talking nothing about the faults of the 2012 model.
Honda undertook a $100 million launch campaign for the 2012 Civic redesign in April 2011. Appearing in the campaign are a lumberjack, zombie, ninja, monster and masked Mexican wrestler. These various types of people represented the many ways the Honda Civic was a car for everyone, as highlighted by the tag line, "To Each Their Own." However, the launch of the 2012 Civic was later spoiled by the earthquake and tsunami that hit Japan in March 2011, thereby affecting inventories and sales.
Honda then re-launched the Honda Civic in late 2011 via a new campaign that tackled the car’s features and benefits. But then, the redesigned 2012 Civic received heavy criticism from the mainstream press, which described the car as having a cheap interior and out-of-date styling. Learning from the letdowns of the 2012 model, Honda overhauled the 2013 version, giving its instrument panel a new look, improving its crash structure and providing it with new front and rear fascias.
In a statement, Honda said the TV ad for the Civic features original footage of real inventors, makers and explorers like creators of a laser keyboard and 4moms origami stroller as well as of Honda's own engineering innovations like the 2013 Civic, ASIMO, HondaJet and high-performance racing programs – expressing their shared passion for creativity and ingenuity.
Honda’s advertising campaign made its debut Tuesday during the Rose Bowl. It will be seen during the NFL playoffs, NBA season, Grammy awards, prime-time network and cable. The campaign will also be seen on print and online media.