Honda Launches NHL Campaign
Honda rolled out a multi-faceted marketing campaign around its National Hockey League sponsorship with a TV spot during the Bridgestone NHL Winter Classic on New Year’s Day.
The spot, in 30-second and 15-second versions, features young Winnipeg hockey players and their parents. A second spot will follow depicting an early morning practice of a hockey team, later this month.
Honda struck a three-year sponsorship deal with the NHL in October.
RPA produced the ads for Honda. “We set out to capture the commitment of the parents and the harsh conditions families endure all over North America to communicate Honda’s reliability and trustworthiness,” said Joe Baratelli, senior vice president and creative director of RPA, in a statement.
Honda will donate an eight-passenger 2009 Honda Pilot to the Ronald McDonald House in the city of the team that won the Winter Classic.
The automaker showcased its Ridgeline and Pilot vehicles during the two-day fan festival that accompanied the Winter Classic in Wrigley Field last week.
Honda will also sponsor NBC’s “Name that Squirt” segment during NHL telecasts, challenging on-air commentators and viewers to identify pro hockey stars from video of them playing as youngsters.
