Honda is known for enlisting the big guns in its advertisements, such as actors Matthew Broderick and comedian Jerry Seinfeld, and this year for its Super Bowl ad, the car company opted for action man Bruce Willis.
Against a plain grey background, Willis is upfront about his image as a fireball action hero, stating “…so you’re probably expecting me to crash your car or blow something up”. But this time he’s in the driving seat to steer everyone towards safety and fostering family sentiment.
He encourages everyone to hug their loved ones, telling them Honda cares about their safety as much as you do. As the camera pans back, it reveals Willis is getting a hug of his own, from a fiercely grinning and tight-gripping comedian, Fred Armisen, who won’t let go.
It’s a clear pitch to give Honda a reputation for safety, and it has deployed the hashtag, #hugfest, in a bid to help the message go viral.
Story continues on page 4. Please click below.
Cara Waters is a former SmartCompany editor. Previously, Cara was a senior reporter for the Financial Times’ website and worked for The Sunday Times in London.
