Wilde Honda

Honda Super Bowl Spot

Award-winning actor Matthew Broderick is playing himself in a grown-up
version of his celebrated role of Ferris Bueller to promote the all-new
2012 CR-V in a new Super Bowl commercial to air at the start of the fourth
quarter. Directed by Todd Phillips (The Hangover, Due Date, Old School),
the 60-second spot reinterprets a handful of landmark scenes from
Paramount's 1986 Ferris Bueller's Day Off, including the museum visit,
rogue valet and infamous parade float lip sync.

"Matthew's Day Off" is part of an integrated, multiplatform advertising
campaign that began earlier this month to support the launch of the all-new
CR-V. The campaign encourages the active, hip Gen-Y audience transitioning
between their carefree twenties and their more focused thirties to conquer
their aspirations by completing their own "Leap List."

Early testing of the campaign has shown significant lifts compared to
historical Honda norms. The first two spots that aired scored significantly
higher for "Consideration" and imagery attributes "Entertaining" and
"Likeable," while effectively conveying the "All-New/Redesigned" messaging.
The campaign has already been successful at driving recognizers to
"Research the CR-V Online" and to "Visit a Dealership." Also, we've seen
significant lifts among imagery metrics like "Fuel-Efficient" and
"Versatile," with the largest lift in "Good Value." Early testing of
"Matthew's Day Off" has shown the spot to communicate that the CR-V is
about getting out, having fun and enjoying life. Additionally, more than
87% agreed that the Super Bowl spot indicated the CR-V was new.

And be sure to check out the :60 spot airing at the start of the fourth
quarter this Sunday, February 5.



Tom Peyton
Senior Manager, National Advertising
American Honda Motor Co., Inc.

2012 CR-V Brochure

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