Super Bowl ads have long since been an attraction for viewers. Honda decided to share one of its major advertisements to the public early, much to the delight of many fans of a certain 1986 film. The ad, for the automaker’s small SUV, the CR-V, features actor Matthew Broderick as himself, recreating the infamous actions of his character in Ferris Bueller’s Day Off.
There are plenty of nods to the film’s most iconic moments. According to Honda brand manager Tom Peyton, there are more than two dozen. After calling out ‘sick’ from a film shoot, there is a valet unenthusiastically calling out Broderick’s name, a quiet moment of inspection at the museum, narrowly avoiding close calls with being found out, and most importantly, the red CR-V serving as the vehicle that allows our protagonist to make the most of his day off. It’s definitely not quite the same as the stunning 1961 Ferrari 250GT from the original, but the message is clear enough. The CR-V is intended to be a vehicle that helps the consumer seize the day and break away from the mundane in favor of something exciting.
The integrated ad campaign is brilliant. It not only speaks to the heart of its target audience but it also engages consumers online. Honda anticipates that the ad will spark interaction on the site and social media platforms. With over 100K “likes” on Facebook and nearly 5K leap lists created by users, this campaign is already gaining momentum.
It looks like 2012 Super Bowls ads might just best last years’ if this campaign is indicative of what is to come on Sunday.