American Honda Motor Company: What About Now? campaign

William Baue

In 1998 advertising agency Rubin Postaer of Santa Monica developed a campaign for the American Honda Motor Company that was set in a corporate world from which workers yearned to escape.

American Honda Motor Company: What About Now? campaign

William Baue

OVERVIEW

In 1998 advertising agency Rubin Postaer of Santa Monica developed a campaign for the American Honda Motor Company that was set in a corporate world from which workers yearned to escape. The ads proposed the Honda Civic both as the enticement for getting away from the responsibilities of work and as the means of escape. This approach attempted to solve a difficult targeting problem: how to appeal to the spirit of younger buyers, who were adopting the Civic as their signature car, while still acknowledging the demographic group who...

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