Patrick Grieve

Creative 2016 Honda Civic Coupe Commercial Criticizes “Square” Cars

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2016 Honda Civic Coupe Square commercial

Today Honda debuted a weird little commercial for the 2016 Civic Coupe. Titled “Square,” the 30-second spot contrasts the coupe’s curvy styling with the surreal, boxy world it inhabits.

Check it out:

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The commercial seems to take place in a terrifying dystopia in which everybody looks like the Blockheads from Gumby and they all drive Kia Souls and Scion xBs. Even the ad itself is initially presented in a square format, before the black bars on the left and right sides expand outward to reveal the 2016 Honda Civic Coupe in all its widescreen glory.

In a twist-ending worthy of The Twilight Zone, a handsome, non-square man gets out of the Civic and hands the keys to a clearly impressed valet. Will this valet even know how to operate a car that has a circular steering wheel? We may never know—the commercial ends instead with a blocky child running over to look at his reflection in the coupe’s curved exterior.

“Once again, we’ve bent the rules,” concludes Honda spokesman Fred Savage’s voiceover.

In addition to the new commercial, Honda will run print ads declaring “Curves are Better” in magazines including Car and Driver, Road & Track, Autoweek, Motor Trend and Automobile.

“The bold styling and dynamic performance of the all-new Honda Civic Coupe have reset customer expectations for the compact car experience,” said Susie Rossick, Honda’s Assistant Vice President of Marketing. “Our new campaign visually represents how the Civic Coupe is breaking the rules of conformity.”

Honda also announced today that it will be building the world’s very first crowd sourced stunt track, soliciting suggestions for the track from Facebook and Twitter users with the hashtag #CivicDreamTrack. Every fan whose suggestion actually gets used in the making of the stunt track will receive a social media “shout-out” from Honda. The #CivicDreamTrack, which will debut on Honda’s social media channels in mid-June, will be used to show off the Civic Coupe’s performance capabilities.

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  • Patrick GrieveEditor

    Patrick Grieve was born in Southwestern Ohio and has lived there all of his life, with the exception of a few years spent getting a Creative Writing degree in Southeastern Ohio. He loves to take road trips, sometimes to places as distant as Northeastern or even Northwestern Ohio. Patrick also enjoys old movies, shopping at thrift stores, going to ballgames, writing about those things, and watching Law & Order reruns. He just watches the original series, though, none of the spin-offs. And also only the ones they made before Jerry Orbach died. Season five was really the peak, in his opinion. See more articles by Patrick.

  • Jason Suggs

    Didnt like the ad. Is it saying we are all square? Maybe a bit insulting. Also it doesnt make sense. The Honda civic looks like every other car on the road. Since the Ford Tempo in the late 80s every car has looked like a well formed turd. Foreign car companies have to be careful about implied insults to their American companies. This was also a problem with the “German engineering” ads when Chrysler was part of Daimler. You had a company that also sold the iconic American Jeep implying that American engineering is inferior. Even if it is true, nobody wants it thrown in their face.

    • Yawn

      Agreed. I just looked in a nearby parking lot and the only square vehicles are bordering on 30 years old SUVs. The Honda looks like every other car on the road. There’s a Lexus commercial with a similar looking “blue” car.