SYS-CON MEDIA Authors: Adine Deford, Cynthia Dunlop, Harry Trott, Xenia von Wedel, Peter Silva

News Feed Item

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

- Honda builds more top safety rated vehicles in America than any brand (1)

TORRANCE, Calif., Feb. 2, 2014 /PRNewswire/ -- Elevating Honda's safety leadership, actor Bruce Willis delivered a heartfelt message to the more than 100 million Super Bowl viewers today during the third quarter, humanizing Honda's commitment to engineering safer vehicles with a cameo from "Saturday Night Live" alum and star of "Portlandia" Fred Armisen. http://www.youtube.com/watch?v=PQi9cBFm4pE

(Photo: http://photos.prnewswire.com/prnh/20140202/LA57301-a)

(Photo: http://photos.prnewswire.com/prnh/20140202/LA57301-b)

(Logo: http://photos.prnewswire.com/prnh/20100923/HONDALOGO)

Created to prompt people to consider those they care about, Willis asks viewers to take a moment and hug those around them — "the people that matter to you, matter to us" — to emphasize Honda's commitment to safety. Several social media efforts will continue the hug theme with the hash tag #hugfest.

"Our simple, yet engaging, big-game spot is intended to highlight not only Honda's deep concern for the safety of our customers, but the actual industry-leading crash test results that back up our commitment," said Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc. "We know that safety is high on a new-car shopper's purchase consideration list. Honda leads the industry in crash test performance and the Super Bowl represents a great opportunity to move the needle on consumer awareness of that fact."

Based on 2014 IIHS TOP SAFETY PICK ratings http://www.iihs.org/iihs/ratings/TSP-List by brand for vehicles assembled in the United States, Honda has four IIHS TOP SAFETY PICK+ rated vehicles and one TOP SAFETY PICK rated vehicle, more than any other brand. Overall, American Honda has a total of eight models - the most of any automaker - which have received a TOP SAFETY PICK+ or TOP SAFETY PICK rating from the IIHS. Safety is deeply rooted in Honda's heritage. In the 1980s, Honda was the first company to develop a front passenger airbag with a unique design mounted to the top of the dashboard to reduce the threat of injury to occupants. In 2000, Honda opened the world's first indoor multi-directional crash-test safety facility to provide Honda with a deeper understanding of what happens in real-world collisions and serve as the basis for new technologies that advance safety.

Throughout the game, Honda is posting real-time video reactions from Willis about events such as penalties, fumbles and referee calls on the brand's @Honda Twitter feed. Because viewers of the game may not be near the people who matter the most to them, immediately after the spot airs, viewers will be encouraged to send to those they love a virtual hug (a shot of Willis hugging the camera), by sharing Honda's YouTube video. In addition, Honda will promote the video across Twitter, Facebook and Tumblr.

On Mon., Feb. 3, Honda will collect hugs on Twitter by asking people to send a picture or Vine of their hug with the hash tag #hugfest. Willis will then respond with a meme appraisal of the hug. Honda will leverage the company's other social platforms to announce this rate-my-hug effort.

The 60-second "Hugfest" will be featured prominently on www.honda.com and automobiles.honda.com and will direct people to automobiles.honda.com/safety where select Honda's safety features are highlighted.

An ESPN and MSN homepage takeover on Mon., Feb. 3, will feature a separate 30-second spot, "Hugs," where Willis shows how to hug by demonstrating with a baby, puppy and his stunt double, played by Armisen. YouTube First Watch placements are also planned.

Both the TV and digital spots are designed to capture the passion of Honda's safety engineers who work tirelessly to develop and implement cutting edge safety technologies in Honda vehicles to protect Honda customers and, ultimately, everyone on the road. Harnessing this sentiment, Willis takes a moment to speak directly to the viewer and invite them to pause and think of everyone who matters most.

"It's poignant, because Bruce's message and delivery are unexpected," said Accavitti. "No one expects the tough guy to be the one to remind us of the important people in our lives and how much their safety matters to us."

2014 American Honda TOP SAFETY PICK+ Vehicles:

Honda  

Acura

Honda Accord Coupe

Acura RLX

Honda Accord Sedan

Acura MDX

Honda Civic Sedan


Honda Odyssey



2014 American Honda TOP SAFETY PICK Vehicles:

Honda

Acura

Honda Civic Coupe

Acura TL

Honda Safety Leadership
Honda has a long history of leadership in the development and application of advanced technologies and designs to enhance the safety of all road users, including automobile occupants, motorcycle riders, and pedestrians. The company operates two of the world's most sophisticated crash test facilities and is responsible for numerous pioneering efforts in the areas of crashworthiness, airbag technology, collision compatibility and pedestrian safety. American Honda leads the industry in third party crash test ratings with more vehicles rated TOP SAFETY PICK and TOP SAFETY PICK+ by the Insurance Institute for Highway Safety (IIHS) than any other manufacturer.

About Honda
Honda offers a complete lineup of cars and trucks through a network of more than 1,000 dealerships in the United States. Honda has more than 30 years of experience producing automobiles in the region, which began with the Accord in Marysville, Ohio, in November 1982. Having produced more than 25 million vehicles in North America through 2012 using domestic and globally sourced parts, Honda currently operates 14 major manufacturing facilities in North America, producing a wide range of Honda automobiles, all-terrain vehicles, power equipment products, engines and transmissions.        

(1) Claim based on IIHS Top Safety Pick ratings in 2013 by brand for vehicles assembled in the United States

SOURCE Honda

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
"We help companies that are using a lot of Software as a Service. We help companies manage and gain visibility into what people are using inside the company and decide to secure them or use standards to lock down or to embrace the adoption of SaaS inside the company," explained Scott Kriz, Co-founder and CEO of Bitium, in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
15th Cloud Expo, which took place Nov. 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA, expanded the conference content of @ThingsExpo, Big Data Expo, and DevOps Summit to include two developer events. IBM held a Bluemix Developer Playground on November 5 and ElasticBox held a Hackathon on November 6. Both events took place on the expo floor. The Bluemix Developer Playground, for developers of all levels, highlighted the ease of use of Bluemix, its services and functionalit...
Some developers believe that monitoring is a function of the operations team. Some operations teams firmly believe that monitoring the systems they maintain is sufficient to run the business successfully. Most of them are wrong. The complexity of today's applications have gone far and beyond the capabilities of "traditional" system-level monitoring tools and approaches and requires much broader knowledge of business and applications as a whole. The goal of DevOps is to connect all aspects of app...
The 4th International DevOps Summit, co-located with16th International Cloud Expo – being held June 9-11, 2015, at the Javits Center in New York City, NY – announces that its Call for Papers is now open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's large...
SAP is delivering break-through innovation combined with fantastic user experience powered by the market-leading in-memory technology, SAP HANA. In his General Session at 15th Cloud Expo, Thorsten Leiduck, VP ISVs & Digital Commerce, SAP, discussed how SAP and partners provide cloud and hybrid cloud solutions as well as real-time Big Data offerings that help companies of all sizes and industries run better. SAP launched an application challenge to award the most innovative SAP HANA and SAP HANA...
Want to enable self-service provisioning of application environments in minutes that mirror production? Can you automatically provide rich data with code-level detail back to the developers when issues occur in production? In his session at DevOps Summit, David Tesar, Microsoft Technical Evangelist on Microsoft Azure and DevOps, will discuss how to accomplish this and more utilizing technologies such as Microsoft Azure, Visual Studio online, and Application Insights in this demo-heavy session.
When an enterprise builds a hybrid IaaS cloud connecting its data center to one or more public clouds, security is often a major topic along with the other challenges involved. Security is closely intertwined with the networking choices made for the hybrid cloud. Traditional networking approaches for building a hybrid cloud try to kludge together the enterprise infrastructure with the public cloud. Consequently this approach requires risky, deep "surgery" including changes to firewalls, subnets...
DevOps is all about agility. However, you don't want to be on a high-speed bus to nowhere. The right DevOps approach controls velocity with a tight feedback loop that not only consists of operational data but also incorporates business context. With a business context in the decision making, the right business priorities are incorporated, which results in a higher value creation. In his session at DevOps Summit, Todd Rader, Solutions Architect at AppDynamics, discussed key monitoring techniques...
Cultural, regulatory, environmental, political and economic (CREPE) conditions over the past decade are creating cross-industry solution spaces that require processes and technologies from both the Internet of Things (IoT), and Data Management and Analytics (DMA). These solution spaces are evolving into Sensor Analytics Ecosystems (SAE) that represent significant new opportunities for organizations of all types. Public Utilities throughout the world, providing electricity, natural gas and water,...
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, a...
The Internet of Things is tied together with a thin strand that is known as time. Coincidentally, at the core of nearly all data analytics is a timestamp. When working with time series data there are a few core principles that everyone should consider, especially across datasets where time is the common boundary. In his session at Internet of @ThingsExpo, Jim Scott, Director of Enterprise Strategy & Architecture at MapR Technologies, discussed single-value, geo-spatial, and log time series dat...
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happe...
An entirely new security model is needed for the Internet of Things, or is it? Can we save some old and tested controls for this new and different environment? In his session at @ThingsExpo, New York's at the Javits Center, Davi Ottenheimer, EMC Senior Director of Trust, reviewed hands-on lessons with IoT devices and reveal a new risk balance you might not expect. Davi Ottenheimer, EMC Senior Director of Trust, has more than nineteen years' experience managing global security operations and asse...
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!