Honda Automobiles: Honda Demonstrates Safety Commitment and Leadership with Super Bowl Ad Starring Actor Bruce Willis

Posted on 03. Feb, 2014 by in Honda Canada

  • Honda builds some-more tip reserve rated vehicles in America than any brand1
  • Action favourite Bruce Willis delivers impediment reserve summary with Fred Armisen cameo
  • “Real-time” Bruce Willis tweets will send “hugs” to players, referees and coaches during pivotal events in a diversion regulating #hugfest
  • Willis to rate hugs on @Honda Twitter handle

Elevating Honda’s reserve leadership, actor Bruce Willis delivered a intense summary to a some-more than 100 million Super Bowl viewers now during a third quarter, civilizing Honda’s joining to engineering safer vehicles with a cameo from “Saturday Night Live” alum and star of “Portlandia” Fred Armisen.

Created to prompt people to cruise those they caring about, Willis asks viewers to take a impulse and cuddle those around them – “the people that matter to you, matter to us” – to stress Honda’s joining to safety. Several amicable media efforts will continue a cuddle thesis with a crush tab #hugfest.

“Our simple, nonetheless engaging, big-game mark is dictated to prominence not usually Honda’s low regard for a reserve of a customers, though a tangible industry-leading pile-up exam formula that behind adult a commitment,” pronounced Mike Accavitti, comparison clamp boss of vehicle operations during American Honda Motor Co., Inc. “We know that reserve is high on a new-car shopper’s squeeze care list. Honda leads a attention in pile-up exam opening and a Super Bowl represents a good event to pierce a needle on consumer recognition of that fact.”

Based on 2014 IIHS TOP SAFETY PICK ratings by code for vehicles fabricated in a United States, Honda has 4 IIHS TOP SAFETY PICK+ rated vehicles and one TOP SAFETY PICK rated vehicle, some-more than any other brand. Overall, American Honda has a sum of 8 models – a many of any automaker – that have perceived a TOP SAFETY PICK+ or TOP SAFETY PICK rating from a IIHS. Safety is deeply secure in Honda’s heritage. In a 1980s, Honda was a initial association to rise a front newcomer airbag with a singular pattern mounted to a tip of a dashboard to revoke a hazard of damage to occupants. In 2000, Honda non-stop a world’s initial indoor multi-directional crash-test reserve trickery to yield Honda with a deeper bargain of what happens in real-world collisions and offer as a basement for new technologies that allege safety.

Throughout a game, Honda is posting real-time video reactions from Willis about events such as penalties, fumbles and arbitrate calls on a brand’s @Honda Twitter feed. Because viewers of a diversion might not be nearby a people who matter a many to them, immediately after a mark airs, viewers will be speedy to send to those they adore a practical cuddle (a shot of Willis hugging a camera), by pity Honda’s YouTube video. In addition, Honda will foster a video opposite Twitter, Facebook and Tumblr.

On Mon., Feb. 3, Honda will collect hugs on Twitter by seeking people to send a design or Vine of their cuddle with a crush tab #hugfest. Willis will afterwards respond with a meme estimation of a hug. Honda will precedence a company’s other amicable platforms to announce this rate-my-hug effort.

The 60-second “Hugfest” will be featured prominently on and and will approach people to where name Honda’s reserve comforts are highlighted.

An ESPN and MSN homepage takeover on Mon., Feb. 3, will underline a apart 30-second spot, “Hugs,” where Willis shows how to cuddle by demonstrating with a baby, puppy and his attempt double, played by Armisen. YouTube First Watch placements are also planned.

Both a TV and digital spots are designed to constraint a passion of Honda’s reserve engineers who work tirelessly to rise and exercise slicing corner reserve technologies in Honda vehicles to strengthen Honda business and, ultimately, everybody on a road. Harnessing this sentiment, Willis takes a impulse to pronounce directly to a spectator and entice them to postponement and consider of everybody who matters most.

“It’s poignant, since Bruce’s summary and smoothness are unexpected,” pronounced Accavitti. “No one expects a tough man to be a one to remind us of a critical people in a lives and how many their reserve matters to us.”


Honda Safety Leadership
Honda has a prolonged story of caring in a growth and focus of modernized technologies and designs to raise a reserve of all highway users, including vehicle occupants, motorcycle riders, and pedestrians. The association operates dual of a world’s many worldly pile-up exam comforts and is obliged for countless pioneering efforts in a areas of crashworthiness, airbag technology, collision harmony and walking safety. American Honda leads a attention in third celebration pile-up exam ratings with some-more vehicles rated TOP SAFETY PICK and TOP SAFETY PICK+ by a Insurance Institute for Highway Safety (IIHS) than any other manufacturer.

About Honda
Honda offers a finish lineup of cars and trucks by a network of some-more than 1,000 dealerships in a United States. Honda has some-more than 30 years of knowledge producing automobiles in a region, that began with a Accord in Marysville, Ohio, in Nov 1982. Having constructed some-more than 25 million vehicles in North America by 2012 regulating domestic and globally sourced parts, Honda now operates 14 vital production comforts in North America, producing a far-reaching operation of Honda automobiles, all-terrain vehicles, energy apparatus products, engines and transmissions.    

1 Claim formed on IIHS Top Safety Pick ratings in 2013 by code for vehicles fabricated in a United States


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