American Honda Civic
One More Thing to Love About Today
American & Japanese strategy → Concept built for American Culture
A multi-platform campaign that positioned the Honda Civic as part of what’s right with the world, not just another product in the feed.
Problem
Younger buyers were tuning out traditional auto advertising and felt disconnected from category messaging. Honda needed to make the updated Civic relevant to Gen Y by entering culture, not talking over it.
Solution
We built an optimistic platform that highlighted inventors, creators, and pop-culture moments that made “today” worth celebrating. Through TV, digital, social, and live #HondaInnovator conversations, the Civic was woven into stories about curiosity, creativity, and everyday progress rather than specs alone.
Results
The campaign sparked conversation across TV and social, strengthened Civic’s cultural relevance with younger audiences, and reframed the model as a symbol of modern optimism. It successfully connected product updates to broader cultural momentum, helping Civic stay top-of-mind in a crowded category.
Today is pretty great TVC: 60
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