Honda Pays Homage to Famous Film in Super Bowl XLVI Commercial

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Award-winning actor Matthew Broderick is starring in a fourth-quarter Super Bowl commercial to promote the all-new 2012 Honda CR-V.

"Matthew's Day Off" is part of an integrated, multiplatform advertising campaign that began earlier this month to support the launch of the all-new Honda CR-V. The campaign encourages the active, hip Gen-Y audience transitioning between their carefree twenties and their more focused thirties to conquer their aspirations by completing their own "Leap List."

"Our primary goal is to support the launch of the all-new CR-V, a pillar vehicle in the Honda lineup, while representing the inherent fun and youthfulness of the Honda brand," said Tom Peyton, Honda brand manager, American Honda Motor Co., Inc.

Playing off the Leap List concept, "Matthew's Day Off," directed by Todd Phillips (The Hangover, Due Date, Old School), stars Broderick playing himself while drawing on his well-known coming-of-age character that the CR-V target audience grew up watching.

"As with our other CR-V commercials that began airing this month, this fun commercial reminds viewers to go out and embrace life — do the things you want to do, not just the things you have to do," said Joe Baratelli, EVP, ECD at RPA, Honda's longstanding agency of record.

Hidden in the commercial are dozens of "Easter eggs" reflective of the original film. Fans are encouraged to watch the spot closely to see how many references they can find. For example, an iconic vest that was worn in the original movie is visible in a department store window that appears briefly.

To build anticipation for Honda's Super Bowl commercial an eight-second teaser, "Coming Soon," was loaded onto YouTube on Jan. 26 and amassed nearly four million views. A pre-game release of a 2-minute 23-second extended version of "Matthew's Day Off" will be supported by public relations, search marketing and social media. In addition, Honda fans will get a sneak peek of the Super Bowl ad on Honda's Facebook page and Google+ page, which was just launched last week. Fans are encouraged to use the hashtag #dayoff online when talking about Honda's Super Bowl commercial. Momentum will continue the week after the game with several large portal takeovers featuring "Matthew's Day Off."

 

**  Courtesy of Honda Media Newsroom

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2012 Honda Battle of the Bands

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Honda Begins Deliveries of 2013 Fit EV

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Honda delivered a 2013 Fit EV battery-electric vehicle to the city of Torrance today as one of the first major steps in the Honda Electric Vehicle Demonstration Program, a prelude to the retail market launch of the Fit EV with customers in California and Oregon this summer.

The delivery was marked by a ceremony at the Torrance City Hall, at which a key to the Fit EV was presented to Torrance Mayor Frank Scotto by Steve Center, vice president of the Environmental Business Development Office at American Honda.

"This is an exciting day as we take another important step toward Honda's comprehensive vision for reducing CO2 emissions while at the same time advancing our relationship with the city of Torrance," said Steve Center. "Honda has a long history with electric vehicles starting with the introduction of our first battery-electric car, the EV Plus, nearly 15 years ago. With Honda's extensive experience and the real-world feedback from the city of Torrance, we will be even more prepared for the further customer adoption of electric vehicles."

Over the past year, Honda and the city of Torrance have worked together to gather input from Torrance residents about potential recharging station locations and jointly participated in numerous public awareness events with a Fit EV test vehicle. Honda and the city will continue to further these initiatives while also studying local government fleet usage of an electrified vehicle. The city of Torrance will also receive a Honda plug-in hybrid for additional testing at a later date.

"Today, in our partnership with Honda and their continuing efforts in renewable technologies, we will be driving into a more sustainable future," said city of Torrance Mayor Frank Scotto.

Honda unveiled the 2013 Fit EV at the 2011 Los Angeles Auto Show and announced plans to begin leasing the 123 city-mile per charge (76 mile range combined adjusted city/highway)¹ battery-electric commuter vehicle to its U.S. customers in the summer of 2012. Equipped with a 20 kWh lithium-ion battery and 92 kW coaxial electric motor, the Fit EV battery can be fully recharged in as little as 3 hours when connected to a 240-volt circuit.

 

**  Courtesy of Honda Media Newsroom

Honda Manufacturing of Alabama's MLK Day of Service

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Honda Pilot Receives "Family Car of the Year" Award From Cars.com

American Honda Motor Co., Inc., announced that the 2012 Honda Pilot has received the Cars.com "Family Car of the Year," award. The Pilot SUV received a wide range of upgrades for 2012, including a sleeker front-end design, enhanced interior features and improved fuel economy. The 2012 Pilot had already earned the top spot in the"USA Today, MotorWeek and Cars.com $37k and Under SUV Shootout,"with the editor-in-chief touting the Pilot as"the perfect SUV for buyers who want to comfortably haul the entire family and all of their gear."

"We're delighted to see the eight-passenger Pilot's versatility and family-friendly attributes recognized with this prestigious award,"said Vicki Poponi, assistant vice president of product planning, American Honda Motor Co. "The newly refined and more fuel-efficient Pilot provides real value and surprising sophistication for anyone shopping in the segment."

This year marks the fifth anniversary of the Cars.com Family Car of the Year award, which was presented last year to the Honda Odyssey. Launched in June 1998, Cars.com is an online destination for car shoppers that offers information from consumers and experts to help buyers formulate opinions on what to buy, where to buy and how much to pay for a car. For more information on the Best of the Year Awards, visit http://www.cars.com/awards/.>

 

**  Courtesy of Honda Media Newsroom

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Honda Civic Named to About.com's Best New Cars of 2012 List

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American Honda Motor Co., Inc., announced today that the 2012 Honda Civic has been named as one of About.com Cars' Best New Cars of 2012.

"Ranging from a gas-sipping hybrid to a kick-in-the-pants Si, the Civic lineup provides a variety of fun, fuel-efficient options to satisfy a wide range of customers," said Michael Accavitti, vice president of marketing operations, American Honda Motor Co., Inc. "We are thrilled to receive this award that recognizes the many advantages of the Civic."

In describing the award-winning Civic, About.com's Aaron Gold called the 2012 Civic hands-down the most comprehensive compact car on the market. "You can get a sedan or a coupe; a high-fuel-efficiency version; a high-performance version; a leather-lined version; a hybrid version; even an alternative-fuel version that runs on clean natural gas," Gold said. "And whichever Civic you choose, you're virtually guaranteed years of trouble-free motoring."

The award from About.com adds to the 2012 Honda Civic's growing list of accolades that include being named Green Car of the Year (Civic Natural Gas), capturing Best Resale Value for a Compact Car by Kelley Blue Book's kbb.com, and earning a 2011 IIHS Top Safety Pick. About.com is one of the largest providers of original content on the web, with over 60 million unique visitors per month in the United States.

 

**  Courtesy of Honda Media Newsroom

All-new 2013 Accord Coupe Concept Debut Video

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Watch the All-New Honda Accord Coupe Concept Debut Live from NAIAS 2012

For those unable to attend the North American International Auto Show, Honda will unveil the all-new Accord Coupe Concept live via webcast on January 10 at 9:20 a.m., EST. Media may view the webcast at http://hondanews.com/live/2012naias-honda and consumers may view it at http://hondawebcast.com.

Soon after completion of the press conference the video will be available for replay from these sites as well. The keynote presenter will be John Mendel, executive vice president of auto sales at American Honda Motor Co., Inc.

 

**  Courtesy of Honda Media Newsroom

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Honda's Float Leads 2012 Rose Parade, Featuring Kenny G

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Watch the All-New Honda Accord Coupe Concept Debut Live from the 2012 NAIAS

For those unable to attend the North American International Auto Show, Honda will unveil the all-new Accord Coupe Concept live via webcast on January 10 at 9:20 a.m., EST. Media may view the webcast at http://hondanews.com/live/2012naias-honda and consumers may view it at http://hondawebcast.com.

Soon after completion of the press conference the video will be available for download from this site as well. The keynote presenter will be John Mendel, executive vice president of auto sales at American Honda Motor Co., Inc.

 

**  Courtesy of Honda Media Newsroom