Honda Profiles Accomplished Civic Drivers in “Greatness is Within Reach” Videos
What does a hipster coffee shop owner in Chicago have in common with an accomplished ballet dancer in Austin? Why, impeccable taste in compact cars, of course (and, Honda presumably hopes, the ability to appeal to millennial shoppers).
The Japanese automaker is promoting its redesigned, tenth-generation 2016 Honda Civic with two new videos that showcase the cool young urbanites who drive it. Entitled “Greatness is Within Reach,” the ads highlight not only the vehicle, but also the success stories of the people behind the wheel—beginning with Jesse Diaz, the owner of Dark Matter Coffee in Chicago’s Ukrainian Village.
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Though Diaz founded his coffee shop with just $2,000, he now has enough money to be out there buying brand new Civics (or maybe he’s just leasing, I don’t know). There’s also a shot of Jesse loading a bag of coffee beans into the trunk, which should assuage the fears of aspiring coffee shop entrepreneurs that would like to own a Civic, but aren’t sure if the vehicle has enough cargo room to hold all of their beans/dreams.
The second ad features Karina Gonzalez, who holds the distinction of being the first Hispanic Houston Ballet principal. Take a look:
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Karina has been honing her craft since she was just seven years old, coming to the US when she was 18 to fulfill her dreams. Her advice to younger students is to believe in oneself, adding that, “you can never be perfect, but you can be excellent.”
Uh, you can’t be perfect? Sorry Karina, but the Hispanic Motor Press Award-winning Civic begs to differ.
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.