Matthew’s Day Off for Honda Ad Campaign

Award-winning actor Matthew Broderick is starring in a fourth-quarter Super Bowl commercial to promote the all-new 2012 Honda CR-V.

“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 Honda 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.”

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“Our primary goal is to support the launch of the all-new CR-V, a pillar vehicle in the Honda lineup, while representing the inherent fun and youthfulness of the Honda brand,” said Tom Peyton, Honda brand manager, American Honda Motor Co., Inc.

Playing off the Leap List concept, “Matthew’s Day Off,” directed by Todd Phillips (The Hangover, Due Date, Old School), stars Broderick playing himself while drawing on his well-known coming-of-age character that the CR-V target audience grew up watching.

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Hidden in the commercial are dozens of “Easter eggs” reflective of the original film. Fans are encouraged to watch the spot closely to see how many references they can find. For example, an iconic vest that was worn in the original movie is visible in a department store window that appears briefly. To view the commercial and comment on the “Easter eggs,” viewers can go to http://www.facebook.com/hondacrv.

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To build anticipation for Honda’s Super Bowl commercial an eight-second teaser, “Coming Soon,” was loaded onto YouTube on Jan. 26. A pre-game release of a 2-minute 23-second extended version of “Matthew’s Day Off” will be supported by public relations, search marketing and social media.

In addition, Honda fans will get a sneak peek of the Super Bowl ad on Honda’s Facebook page and Google+ page, which was just launched last week. Fans are encouraged to use the hashtag #dayoff online when talking about Honda’s Super Bowl commercial. According to the company, momentum will continue the week after the game with several large portal takeovers featuring “Matthew’s Day Off.”

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Rakesh Raman