La Agencia de Orcí Launches Honda Sophisticated, Hip Civic Ads Targeted To Young Latino Males.

La Agencia de Orcí and Asociados breaks this week new Hispanic advertising campaigns for Honda’s 2004 Accord Sedan and Civic Sedan. As one of the top-selling automobile manufacturers to the U.S. Hispanic consumer, Honda continues its 15-year commitment to reaching this valuable market segment with these new campaigns.

Accord

La Agencia de Orcí’s Hispanic campaign for the 2004 Honda Accord Sedan includes Spanish and English Television, Radio and Print ads, which target U.S. Hispanics ages 30-45. The print ads will run in 15 publications.

The creative strategy for these Accord Sedan ads is to reinforce the vehicle’s characteristic of DQR (dependability, quality, reliability), for which Honda is known, while promoting the presence of features that appeal to the drivers’ emotions, such as a 240 HP engine and a European-style exterior design. With appliance-like practicality, the Accord remains a logical, safe and solid choice, while also being fun to drive and visually appealing. This combination is positioned to exceed consumers’ expectations.

Civic

The new Hispanic campaign for the 2004 Honda Civic Sedan, created by La Agencia de Orcí, includes Spanish and English Television, Radio, Print and Online advertising. The ads target Hispanic males ages 18-24.

The Civic Sedan ads position the car as the perfect accessory for the consumer’s next step in life. The car will help the consumer grow up in- style. The ads show that the Civic is a cool car and fun to drive because it has premium features such as alloy rims, a premium sound system and keyless entry. At the same time, the ads demonstrate that the Civic is an intelligent decision because it’s affordable, demonstrates responsibility and reflects the individual’s drive for success and positive outlook on life.

More About the Campaigns

The Accord Sedan is supported on Television by a :30 spot, titled “Substitution,” which was produced in both English and Spanish. The ad opens with situational vignettes in which household appliances are used in place of automobiles and ends with running footage of the 2004 Accord Sedan and copy that reads, “If you think reliability and quality can’t inspire passion, you haven’t driven the 2004 Accord from Honda.”

A: 30 TV spot, “A Day in the Life,” was produced in both Spanish and English for the Civic Sedan. The idea is that as people get older, things just keep getting better and better. This is communicated by showing a progression of modes of transportation through a consumer’s life stages. The spot opens with a child on a scooter and cycles, through a skateboard, BMX bike, motor scooter, and finally, ending with the Civic Sedan. The entire sequence was captured in a single shot and features original music from DJ Planktonman, formerly of Nortec Collective.

“Our goal was to develop advertising that is distinctive and impactful,” states Robert Santiago, Account Director at La Agencia de Orcí & Asociados. “We wanted to present the targeted messages through compelling visuals and music to deliver on Honda’s reputation of quality and value, while appealing to a young, hip consumer.”