Honda has launched a Hispanic-market campaign for its 2015 CR-V compact sport ute. The effort by Honda’s AOR for the Hispanic market, Orcí, comprises digital, social and experiential, and it delves into parenting, and the challenge of finding quality time with kids. The campaign includes a TV spot about a little girl.

Said Andrew Orcí, the agency’s founder and CEO, “Our mission with this campaign is not just to showcase the space available inside the new Honda CR-V, but to launch an awareness amongst parents and children that they can make space, in an everyday car ride, for their dreams to become a reality.”

The agency cites research that young Latinos are optimistic but also are much more likely than other American youth groups to drop out of school. Orcí wanted to create a commercial that speaks to Hispanic parents and children about the importance of making space and time to achieve goals and dreams.

Through social media, the agency will extend the aspect of the campaign where the CR-V is not only a place where you can have the physical space and mental peace of mind to dream but also a tool that takes you to the places that will help you achieve your dreams. The agency positions the CR-V literally as the vehicle to help accomplish your dreams.

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