Honda Taps into Millennial Mindset with 'Best Yourself' Civic Campaign Featuring Nick Cannon
8/7/2013 12:00:00 PM
- Honda launches celebrity-branded, youth-oriented campaign for the redesigned Civic
- 'Best Yourself' celebrates diversity and independent millennial spirit
- First national broadcast airing will occur on August 11 during America's Got Talent
Honda launched a new television and digital advertising campaign this week in support of the 2013 Civic. Targeting millennials and starring America's Got Talent host and performer Nick Cannon, the 'Best Yourself' campaign celebrates diversity and the drive to achieve success through non-traditional paths.
"We believe that things can always be better and this sentiment can be seen in the numerous improvements we made to the 2013 Civic. Honda made the best-selling compact car in the U.S. even better," said Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc., "The emotionally compelling and multi-layered 'Best Yourself' campaign is built on this foundation of continuous improvement by celebrating individual's achievements towards personal greatness. We look forward to seeing how consumers exemplify this through the #BestYourself social community."
The two-minute long form 'Best Yourself' video is currently posted on YouTube while the 60-second commercial will make its national broadcast debut on America's Got Talent on August 11. Both videos showcase individuals working towards their personal goals interspersed with footage of Cannon driving the redesigned 2013 Honda Civic. In the videos, he provides the narration about the will and ambition to improve one's self.
"In the entertainment business, much like the auto industry, there is always pressure to adopt the latest trends," said Nick Cannon. "I've built my career by staying true to myself and my personal beliefs, and it's the same commitment that I saw in Honda and their development of the 2013 Civic that drew me to this project."
The campaign's message is incorporated across digital platforms and initiatives that include a 'Best Yourself' social campaign that encourages audiences to share their hopes and plans for taking their lives to the next level using the hashtag #BestYourself on Honda Facebook, Twitter and Instagram pages. Media partners for the campaign include AOL/Huffington Post, Complex Media Network and Ballislife.com with video distribution through YouTube and Visible Measures. Rich media units will be used to drive users to a dedicated site access.honda.com where audiences can watch the full length version of the 'Best Yourself' video as well as other related content.
For more information about the 'Best Yourself' Campaign, please visit: http://access.honda.com.
Honda offers a complete lineup of cars and trucks through a network of more than 1,000 dealerships in the United States. In 2013, Honda marks 40 years of the Civic model, with more than 30 years of 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.
Connect with Honda:
Media Newsroom (for journalists): www.hondanews.com
For consumers: http://automobiles.honda.com/civic/
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