Honda leveraged the 100 million plus audience for the Super Bowl as well as the star power of Bruce Willis, airing a commercial focusing on its safety record. The advertising spot was an effort on behalf of the automaker to humanize its deep commitment to safety engineering. Viewers were encouraged to think of the people they care about and hug those around them. Honda plans to use social media to continue the message of hugging those you love and thinking of their safety.
Humor was also used in the commercial, thanks to a cameo from the former “Saturday Night Live” actor Fred Armisen, who also stars in “Portlandia.” In the commercial, Armisen plays Willis’ stunt double, wearing the same clothing, even though he looks nothing like the other actor.
“Our simple, yet engaging, big-game spot is intended to highlight not only Honda’s deep concern for the safety of our customers, but the actual industry-leading crash test results that back up our commitment,” said Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc. “We know that safety is high on a new-car shopper’s purchase consideration list. Honda leads the industry in crash test performance and the Super Bowl represents a great opportunity to move the needle on consumer awareness of that fact.”
The claim that Honda is an industry leader when it comes to safety is based on the company having more IIHS Top Safety Pick+ and Top Safety Pick rated models than any other brand that assembles vehicles in the United States. This safety innovation leadership dates back to the 1980s when Honda developed the front passenger airbag mounted to the top of the dashboard.