I will admit that rugged
is not the first thing that comes to mind when I think of Honda. Apparently, Honda is going to try to change that by highlighting the not-so-obvious capabilities of its SUV and truck lineup in a new brand marketing campaign. It also includes introducing a new voice for the brand.
The opening spot demonstrates the off-road capability of the 2021 Passport and Pilot SUVs, including the Pilot Special Edition. You’ll also see a glimpse of the redesigned 2021 Honda Ridgeline.
"Honda SUVs and trucks have always had excellent on-road manners and surprising off-road capabilities. Through this new campaign Honda wears those rugged capabilities more on our sleeves," said Jay Joseph, vice president of Automobile Marketing, American Honda Motor Co., Inc. "In a truck-trending market, we will showcase Honda SUVs and our pickup in environments that display the capabilities hidden beneath their sleek exteriors, demonstrating they can face most any challenge en route to that next great adventure."
New Voice of Honda Brand
The first commercial in the new brand campaign also debuts actor and WWE superstar, John Cena, as tnew voice of the Honda brand.
"John Cena is known for his toughness and strength, but he also has a lot of heart and he's a real car enthusiast, making him a perfect fit to be the new voice of Honda," said Joseph.
"I'm looking forward to this new relationship with Honda because I've always been a big fan of Honda products and how deeply involved they are in the community," said John Cena.
The marketing campaign is also designed to spotlight Honda’s outdoor adventure products, including trucks, motorcycles, ATVs, side-by-sides and products that support outdoor life, such as the new Honda EU2200i Generator, now available with the Honda My Generator Bluetooth App and CO-Minder advanced carbon monoxide detection system.
The next phase of the campaign will highlight the redesigned 2021 Ridgeline, which is expected to go on sale early next year.