Identical to the up to date Ridgeline pickup we reported final week, the remainder of the Honda model goes extra macho as properly. The corporate’s former spokesperson has been changed in favor of WWE fan favourite wrestler John Cena.
Reported by Automotive News and a Honda press launch, the corporate is altering its advertising techniques efficient instantly. In a primary run of recent commercials, John Cena will clarify to customers how powerful, rugged, and particular person Honda merchandise are. Honda’s launching its most necessary advertisements first, as Cena lends his voice to the 2021 Passport, Pilot, and Ridgeline.
The brand new advertising is a part of Honda’s plan to go extra product-focused in its messaging. Ed Beadle, Honda’s AVP of selling, stated that Fred Savage mirrored a “good” picture, however Honda wanted a change. Looking for a “sound that had extra gravitas… extra room to develop,” they turned to Cena.
After this preliminary run of utility car advertisements, Mr. Cena will present voiceover for all Honda commercials. The settlement with the wrestler-turned-actor contains solely voiceover work in the meanwhile, however Honda is open to different alternatives as properly.
The ruggedness focus brings with it alternatives to show Honda’s depth of product. The brand new Ridgeline advert above showcases Honda’s turbines, side-by-sides, and filth bikes. And that’s an space the place Honda can exhibit a variety different producers definitely can’t.
The official calling card of Honda is altering as properly, because the two-chime doorbell utilized in advertisements since 2014 is now changed by a drum beating. They’re powerful, get the image?
Cena is most undoubtedly a extra standard determine in 2020 than the ousted star of The Marvel Years. However will this kind of macho promoting resonate with customers, who’ve lengthy turned to Honda for beige sedans and cozy minivans? Honda doesn’t assume it will likely be a problem, and factors to Cena’s down-to-earth picture as proof.
With emphasis on being adventuresome, individualistic, and rugged at a seeming peak for the previous few years, Honda is certain this new marketing campaign will invigorate their picture and make the model thrilling for brand spanking new and potential customers alike. However I’m right here to ask, “Are you positive about that?”