Honda Premieres Hispanic Ads For Ridgeline.
February 7, 2005
American Honda Motor Co. Inc. launched the first U.S. Hispanic national advertising campaign for its first truck entry, the Ridgeline. The original :30 TV spot, which is titled “Kingdom,” print ads and out-of-home ads were created by Honda’s Hispanic Agency of Record, La Agencia de Orci & Asociados.
This is the first time Honda has advertised a pick-up truck to the Latino consumer. The Spanish-language spot will air nationally on television with a corresponding national print campaign. Radio spots are planned for later in the year and outdoor ads will be placed in the Los Angeles DMA.
“Three of the top five vehicles sold to Hispanics are trucks. The introduction of the Ridgeline to the US Hispanic Market provides a tremendous business opportunity for Honda,” said Barbara Ponce, Manager Emerging Markets, National Advertising, American Honda Motor Co. Inc. “The goal of the Ridgeline advertising is to show Latinos that Honda offers a rugged and powerful truck in line with today’s lifestyles and responsibilities, and delivering all the Honda quality and reliability they expect.”
Orci positions the Ridgeline as a powerful and rugged truck with the features and innovations Honda is known for. The spot utilizes footage of the Ridgeline exploring the rough terrain of Death Valley, CA to show off the truck’s capabilities. The voice-over states, “Your kingdom, Your throne,” to portray a world to be conquered using the power and the capabilities of the Ridgeline. In the print campaign, Orci uses a similar theme in the headline “Every King Deserves a Throne.” In addition, the advertising showcases a Honda truck innovation, the first and only lockable in-bed trunk.
“Honda continues to be very committed to knowing and understanding their Hispanic consumer,” states Robert Santiago, Group Account Director at La Agencia de Orci & Asociados. “Today’s Latino men are looking for a vehicle that provides an image of power and commands respect. The messages in our ads continue to be based on the insights we’ve cultivated about the Latino consumer.”
