If you have the right message, it’s a good media buy. Why do you feel like it’s important for a brand like Honda to be an advertiser in the Super Bowl? Again, the Super Bowl is great for that because even if you aren’t looking for a truck in the future, it’s just a great brand message. At the end of the day, we hope it’s a good branding statement too where people think Honda’s a clever brand that brings out cool, innovative products. The second thing is, it’s still a story about Honda innovation and the fact that we have this very unique in-bed speaker system along with a couple of other features it shows in the commercial. One, it’s big news that we’re back in the truck business and the Super Bowl is the right place for big news. We hope the spot does a couple of things for us. It just helps you to get maximum value out of the spot.Īside from promoting the Ridgeline, are you strategically using this ad to try and say anything else about the Honda brand? I’m going to guess that there is some percentage of advertisers who are going to release them early like we are. Certainly there are going to be those people who see it ahead of time, and when they’re at their Super Bowl party, they’ll tell everybody "hey, you gotta check this out, it’s a great spot" when it comes on.Īt the end of the day, it’s an expensive investment to be involved with the Super Bowl. This spot, it’s just very entertaining, there isn’t really a surprise with it per se, it felt more appropriate to go out ahead of time. There are some commercials, for example with the Bruce Willis one, there was a little bit of a surprise at the end of that and we thought that was part of the cache of that commercial so we only did teasers prior to that one rather than release the whole spot. Why have you decided to give people a sneak peek of the ad ahead of this Sunday? Although I will tell you we do have a 30-second NSX spot that works very well also in the Super Bowl this year. For that purpose, you want to make sure you are making them as entertaining as possible and obviously a one-minute format can do that in many cases better than a 30-second format.
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At the end of the day, this is still the one media property where people are tuning in first in some cases to see the commercials or are certainly welcoming the commercials. It just gives you a better opportunity to tell your story. There’s a few 90-second ones and then obviously the balance are 30-second ones.
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I think about 60 percent of the spots in the Super Bowl this year are one-minute ads.
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Why did you decide to do a one-minute ad instead of a thirty-second one? The Drum spoke with Honda’s AVP of marketing Tom Peyton to find out why the brand decided to release its animal-themed spot ahead of the game and why he thinks advertising in the Super Bowl is a good investment if you’ve got the right message. In 2014, Honda ran an ad during the Super Bowl called ‘Hugfest’ that featured Bruce Willis and Portlandia’s Fred Armisen.
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Created by Honda’s longtime agency RPA, the auto brand is using the spot to promote its 2017 Ridgeline truck.