I remember sitting in the back of my parent’s Honda Odyssey van on our way to Punta del Este, and hearing “goooooollllllll” every time I wanted to take a nap and my dad would be listening to a soccer game on the radio. If you have ever watched a soccer game with Spanish commentary on TV, you will be familiar with the triumphant, often shouted, expression.
Honda is playing off the iconic moment in a new Spanish-language campaign created by Orci, for the 2014 Honda Civic Coupe targeting younger Hispanic adults.
With the 2014 World Cup less than six months away, Orci decided to capitalize on people’s obsession with soccer. The agency wanted to tie fans’ youthful excitement for their favorite sport with the more fun, youthful features of the 2014 Honda Civic Coupe, using the song, “Canción de fútbol,” as a link between the two, and therefore creating the “Gol! Gol!” campaign. “The same young, fun, excitement also applies to the 2014 Civic Coupe, so the song and futbol theme were a natural fit,” explains executive creative director, Ricardo Cardenas.
The spots and online video, directed by Mexican director Diego Luna, show a couple of young futbol fans heading to the game in their brand new 2014 Honda Civic Coupe. As they bop their heads to the song on the radio (Kinky’s Canción de Futbol), they look around and notice others are joining in the chorus. Everyone they pass is singing the song, including futbol superstar Rafa Marquez.
Though Toyota leads the way with almost 18 percent of the Hispanic car-buying market, Honda is ranked second. The brand has taken the challenge and started creating culturally relevant campaigns to Hispanic millennials while remaining true to the brand’s core message.
This post is also available in: Spanish
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