It is difficult to get the entire country focused on a piece of advertising, but Honda managed to pull it off, or at least came close, with the release of its Super Bowl spot on January 30.
Late last week, Honda released a 10-second unbranded teaser on YouTube featuring Matthew Broderick. The spot generated a lot of discussion and interest; many people speculated that a sequel of the film “Ferris Bueller’s Day Off” was in the works.
Honda released another spot, a longer version that went on for a full two and a half minutes.
Honda succeeded in generating an incredible amount of interest, especially among its target group − young adults. The commercial quickly generated more than 4 million views on YouTube and became the topic of conversation around the country. The core message: Honda is introducing a new, redesigned CRV.
All of this continues to build as we head into the Super Bowl. Before the game even begins, Honda will have gotten its point across; the Super Bowl exposure is just a bonus.