ASIA PACIFIC – AUSTRALIA, JUNE 7, 2013 – Honda Australia and Leo Burnett Melbourne have launched a new campaign for the all- new Honda Accord.
Led by TV and cinema, ‘Why wait, to have it all’ brings to life the insight that people often wait and save for a lifetime, before they can afford to purchase their dream car. At which point, it’s often too late to truly enjoy it.
Using this key human insight, the launch campaign positions the all-new Honda Accord as the luxurious sedan that gives you all the elegance, comfort, craftsmanship and technology of a more expensive car, without the price tag.
The new spot features a number of characters in their twilight years struggling with low-set seats, counterintuitive technology and the powerfully intimidating performance of the prestige sports cars they’ve waited all their life to purchase.
These scenarios are juxtaposed against the premium new Honda Accord – a cleverly designed vehicle that evokes all-round pleasure courtesy of its easy to use technologically advanced features, spacious and luxurious interior, dynamic exterior design and outstanding performance. The all-new Accord is the total package that has it all.
As with the previous Honda spot for CR-V, the campaign uses music in a clever and relevant way to add another layer of poignancy to the story. The original recording of the Doris Day classic ‘Enjoy yourself, it’s later than you think’ adds a certain charm and elegance to the campaign.
Executive creative director Jason Williams said: “It’s a real human truth. Waiting a bit too long for those big-ticket luxury items such as your dream car. We’ve all raised an eyebrow when we’ve seen these older gentlemen in their sports cars. Why not the luxurious Accord?”
“This launch is very significant for Honda as a brand," said Honda’s senior marketing manager Kevin Lillie. "In many ways, Accord is the epitome of what Honda represents to car buyers in this country. Our new launch campaign captures the Accord story in a fresh and relevant way, whilst providing us with an opportunity to entertain and connect with Australians – we are absolutely delighted with the result.”
The television and cinema campaign is being supported by national press insertions, digital display and Dealership activity. Link to view the spot: http://www.youtube.com/watch?v=tATjafU8Bxo
