Honda tags its hybrid Insight, slates TV spot

Guilford, Dave
October 1999
Advertising Age;10/18/1999, Vol. 70 Issue 10, p30
Trade Publication
This article reports on the advertising for the Insight hybrid vehicle from American Honda Motor Co. which will debut in the U.S. in December 1999. Honda will challenge environmentally oriented consumers to act on their belief when advertising for Insight. An Insight spot from Honda shows an old van at an intersection, its rear-end filled with pro-environment stickers. As an Insight pulls up alongside, voice-over says: You can express your opinions about the environment on your car, or you can do it in your car. Describing the Insight as the most fuel-efficient car in the world, the spot from Rubin Postaer & Associates closes with the tag, Honda thinking. Robert Bienenfeld, manager of advanced environmental vehicle marketing at Honda, said that three consumer groups are being targeted by the Insight advertising: early adopter professional males in the mid-40s likely to be attracted by the technology and styling of Insight, families with a household income of $55,000 or more and looking for a second or third vehicle; and young people attracted by the sticker price and fuel economy.


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