Honda’s latest attempt to sell cars to people who
know nothing about cars, or don't really want one, is this weird and very annoying “Today is Pretty Great” spot
for the 2014 Civic Coupe. Leave it to Honda – desperate in their attempt to
appeal to anxious millennials – to produce a spot that goes out of its way to
avoid showing you the actual product.
Now, maybe I’m just being old and crusty here, but where do
I start to address everything that’s so absolutely wrong with this thing?
What were they thinking, starting a spot with the Vintage
Trouble guy belting out the lyrics, “Today, the world is pretty sad?” Now that’s
some brilliant marketing. You should always have your product associated
with negatives, right?
As if that isn’t bad enough, the clips that follow include a
landfill and a visual reference to bankruptcy. Sure, I want my product to be associated with all of these great things!
According to The Detorit News, the spot originally featured demonstrators outside the Detroit bankruptcy court and caused enough anger in the community that the footage was changed. What, indeed, were they thinking?
According to The Detorit News, the spot originally featured demonstrators outside the Detroit bankruptcy court and caused enough anger in the community that the footage was changed. What, indeed, were they thinking?
Next, couldn’t we feel the breeze in our facial hair, dress in super hero
costumes, go parasailing or do any number of fun things and get there in any
other car? Actually, for many of those fun recreational activities shown in the
spot, I don’t think a Civic Coupe will cut it. Better off buying a used SUV,
kids.
And how many times an hour do I have to have it pounded into
my head? This spot will drive buyers away in droves.
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