TORRANCE, California – A new advertising campaign for the redesigned 2016 Honda Civic goes inside the head of a Honda engineer in a bid to win Millennial buyers.
“This is depicted with a whimsical, rollercoaster-like road around our engineer’s head,” Honda said in a statement on Thursday. “This provides insight into the surreal thinking process of designing a vehicle.”
The 2016 Honda Civic sedan, which is the centerpiece of the 30-second spot dubbed “The Dreamer,” is on sale now at Honda dealerships.
The complete 2016 Civic lineup will eventually include the Civic sedan, coupe, high-performance Si models, a five-door hatchback and the first Civic Type-R model for the U.S.
Honda also said Thrillist will design a driving sneaker inspired by the new Civic, an unusual component of the advertising offensive. The shoe will be showcased later at a Thrillist launch event.
“With the focus of reaching Millennials, the Civic campaign will look to incorporate a wide mix of media, with placements across network and cable TV, online video, gaming and mobile,” Honda said.
The Civic is not only targeting such traditional rivals as the Dodge Dart, Ford Focus and Toyota Corolla, it is also going after car shoppers’ European favorites, such as the Audi A3 and Volkswagen Golf.
Edmunds says: Engineers have lots of imagination, which is the key message of the new Honda Civic ad.