May 03, 2002

Underscoring the increasing importance of Light Trucks to the Hispanic consumer, American Honda Motor Co. Inc. will debut the first national advertising for the Pilot, its newest SUV on June 3. The original :30 TV spot and :60 radio spot were created by Honda's Hispanic Agency of Record, La Agencia de Orci' & Asociados.

This is the first time Honda has advertised a mid-size SUV to the Latino consumer. The Spanish-language spots will air nationally on Spanish-language TV and radio networks and run simultaneously to the general market campaign.

In the ads, La Agencia de Orcí uses the tagline "As Big As Your Imagination" to position the Pilot as the ultimate family vehicle and as an alternative to the minivan. The advertising demonstrates that the Pilot offers all the practicality and roominess of a minivan along with aggressive styling and off-road capabilities.

"The Pilot advertising targets the Latino dad because men often think of an SUV as a vehicle which is used primarily to go to the mountains and other 'outdoor' activities," said Barbara Ponce, Manager Emerging Markets, National Advertising, American Honda Motor Co. Inc. "However, in reality, today's Latino dads are sharing the everyday tasks of taking the kids to soccer practice or going grocery shopping."

"Honda continues to be very committed to knowing and understanding their Hispanic consumer," states Francisco Letelier, Sr. VP/Creative Director of La Agencia de Orcí & Asociados. "The messages in our ads demonstrate insights we've cultivated about the Latino consumer, such as their love of soccer or the important role of the family."

Description of the Spot

In La Agencia de Orcí's TV spot for the Honda Pilot, a soccer dad parked at the field folds down the third-row seats so it can hold more kids and equipment. As he closes the back door, he sees his reflection in the window and begins to daydream about driving on a wild mountain road. After the super describes the SUV's horsepower and 4WD performance, the camera cuts back to the dad's embarrassed realization that his soccer-playing daughter is standing there, watching him pretend to drive the parked truck.

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