Honda Gives Us “One More Thing to Love about Today” in New Campaign
In order to call attention to the upgraded-for-2014 Civic Coupe and Si Coupe, Honda has launched a new multiplatform campaign entitled “One More Thing to Love about Today.” Among those featured in the uplifting campaign that is intended to inspire optimism are blues rock group Vintage Trouble, characters from Adventure Time, and Nyan Cat (apparently, all calls put in to Keyboard Cat’s agent went unreturned).
According to Honda’s news release, “One More Thing to Love about Today” was conceived in order to “contrast the typical negative news cycle.” The campaign kicked off with the introduction of a 30-second television spot, “Performance,” which casts aside the doom and gloom of our day-to-day in favor of focusing on those things in life that are good. A two-and-a-half-minute web-only vide expands on the notion, including more of Vintage Trouble’s “Today is Pretty Great,” more Finn, and more SCREAMING GOAT (now that’s the internet icon we were looking for).
In addition to these videos, the campaign will stage takeovers (though not hostile, we have to imagine; that would likely run contrary to the entire point) of the MSN, Yahoo!, and First Watch homepages starting next week.
“This new Civic campaign connects with a new generation of buyers by prompting them to focus on the positive and consider what they love about today,” said Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc. “The Civic campaign also introduces a crew of fun pop cultural references that will pique Gen Y’s attention across media they frequent.”
Other aspects of the “One More Thing to Love about Today” campaign include sponsorship of a first-to-market digital scrapbook on Spotify, ownership of the 2014 MTV Artist to Watch program, mobile placements in games such as MoviePop and Scramble with Friends, and the #LoveToday hashtag for use in social media platforms.
We at The News Wheel love this campaign already, if only because it has given us one more thing to love about today: SCREAMING GOATS!
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