Honda launches new Civic TV campaign

Article by Christian A., on February 12, 2013

Honda has put the focus on real inventors, makers and world explorers in its new Civic TV campaign. This is in line with Honda's philosophy to nurture a passion for innovative thinking and continuous improvement. Through this campaign, curiosity rose about the innovations presented in the new Civic TV spot.

Honda has launched a series of live chats, the #HondaInnovator Series, which is intended to praise all visionaries. Mike Accavitti, vice president of national marketing operations at American Honda Motor Co., Inc., said that the 2013 Civic speaks to the company’s passion for innovative thinking and continuous improvement.

He said that through social media, Honda is calling all creative thinkers to unite to discuss how to improve matters. Honda has designed an innovation playlist on YouTube that features an innovator-built video featured in the Civic TV spot. Through these Facebook posts, fans will be introduced to the "Innovator Series" and related album.

Behind-the-scenes photos from the Civic TV commercial and a variety of Civic photos will be hosted by Instagram. Furthermore, Pinterest will feature a "Things Can Be Better" board.

This February, Buzzfeed, the social news leader, will feature sponsored posts that stress the Civic campaign’s creative theme linked to true inventors, makers, explorers and engineering. In support of the "Innovator Series" program, there will be promoted tweets and Facebook posts. There would also be YouTube ads and search.

For 2013, the Honda Civic went through a series of changes, far exceeding the normal refresh for a mid-model. The 2013 Honda Civic Sedan’s front and rear styles are completely different, embracing a younger and more premium feel that includes changes to the sheet metal, as in that of a brand-new trunk and hood. In the front, a new lower bumper has an opened mouth look with a sidelong chrome accent and a sporty, black honeycomb meshed grille anchored by newly integrated fog lamps on EX-L and above trims. The grille has new clear-lens corner lights on each side, providing a more luxury appearance. The 2013 Civic's more sculptured front continues into a new higher, more deeply recessed hood.

In the rear, a new bumper design and trunk lid are topped by a crisp, sidelong chrome trim. The new styling of the jewelled taillamps now continue into the trunk’s face, giving it a more refined and elegant appearance. The rear bumper has combined reflector treatments and a new lower diffuser panel finished with a vent that is covered with a honeycombed mesh. While the animated exterior style of the 2013 Honda Civic Coupe has not changed, redesigned wheels on every model help create a crisper look for the 2013 Civic.

Built from 55 percent high-strength steel, the 2013 Honda Civic's body lessens weight and increases strength for more firmness. The Civic's body has received a raft of changes to the front floor, side sill, A-pillar, upper wheel housing, and front bumper extension. This added high-strength steel should increase the sense of refinement and provide a sturdier structure for the many updates to the chassis. Also, the Civic's new configuration is engineered for it to excel at the new Insurance Institute for Highway Safety (IIHS) small overlap crash test.

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