The idea behind Honda‘s latest spot is to highlight the new Civic Coupe‘s stylish exterior in a world, that according to the Japanese automaker, is still “boxy”.
Honda also calls the all-new Civic Coupe the most refined, dynamic and connected car in its class and their new multi-platform campaign will try to get that point across via TV, print and digital mediums.
‘Square’ is a 30-second TV spot featuring a world dominated by square forms – from people to dogs, cars and even the ad itself. Of course that once the Civic Coupe shows up, the image slowly starts expanding into a full frame.
“The bold styling and dynamic performance of the all-new Honda Civic Coupe have reset customer expectations for the compact car experience,” said Susie Rossick, Honda marketing exec. “Our new campaign visually represents how the Civic Coupe is breaking the rules of conformity.”
Furthermore, Honda will be building the world’s first-ever crowd sourced stunt track for the all-new Civic Coupe, and giving it the ‘CivicDreamTrack’ hashtag. The automaker will ask fans on both Facebook and Twitter for ideas on how to create the “Dream Track” and the fan whose suggestion gets used, will get a special social media hat tip from Honda.
A video depicting the #CivicDreamTrack is set to debut in June.