ORCI launches new Honda Civic campaign based on Customization & Technology.

A Civic for all of us no matter how unique we are. That’s the message Orcí advertising humorously conveys in a new Spanish-language television campaign airing June 1st for the all-new 2012 Civic from American Honda Motor Company, Inc. Orcí is the automaker’s US Hispanic agency of record.

Based on a unified campaign platform that focuses on consumers’ desire for customization and personalization through technology, the spot is based on the insight that while they want to stand out, Latinos are all part of the “collective” with a need to be able to connect and relate with others. It is the first time Orcí has worked with the other Honda agency partners under a unified campaign platform. The campaign includes television, radio, online and cinema advertising. Orcí will be handling the creative and the media planning and buying.

The launch commercial features “Lula,” a self-described conservative wife and mother who also happens to be a flamboyant samba dancer complete with a traditional costume that includes a bright yellow feather headpiece. In the ad, she samba dances her way through her afternoon errands.  From the grocery store to picking up her kids from elementary school, Lula is full of energy as she drives off with her feathered head piece protruding from the Honda Civic’s moon roof. Throughout, she takes advantage of the Civic’s intelligent Multi-Information Display (I-MID) system that allows her to customize her driving experience to her personal taste and lifestyle needs.

“Personalization and technology are integral parts of the young Latino lifestyle today.  We needed to communicate that the 2012 Civic delivers these benefits in addition to the comfort, safety and efficiency expected from a Honda using characters our consumers could connect with,” said Orcí Director of Client Services Robert Santiago.
Later this month, American Honda and Orcí will roll out a second Civic Spanish-language spot called the “Invisible Husband.”

Redesigned for the 2012 model year, the Civic lineup features five distinct models: the conventional gasoline-powered Civic Sedan and Civic Coupe, two high-performance Civic Si models, a gasoline-electric Civic Hybrid, and an all-new Civic HF high fuel economy model.