Honda Fit - Marketing


In April 2006, Honda Australia started promoting the Honda Jazz with Village Green, an animated television commercial, in 30 second and 60 second versions. The 60 second ad was inspired by Thomas the Tank Engine. The campaign was developed by Foote Cone Belding Melbourne, by creative director/art director Scott Lambert, copywriter Mark Ringer and agency producer Mandi Wright. The animated ad was directed by Michael Cusack at Anifex, with director of photography/producer Richard Chataway.

In April 2006, American Honda and its ad agency RPA launched the all-new small car, the Honda Fit, with six five-second and two 30-second TV ads, with the slogan 'The Fit Is Go'. These ads ran only briefly as demand quickly outstripped supply.

In September 2008, RPA (Rubin Postaer and Associates) announced it had started a national advertising campaign for Honda Fit, beginning September 29. The list of ads include "Mecha-Mosquitoes," (broke 9/21) "Defense Mechanism" (breaks 10/2) and "Bats" (breaks 9/28), produced by Digital Domain. As part of the campaign, the vehicle also appeared in Gossip Girl, 90210, America’s Next Top Model, Smallville and Everybody Hates Chris. Print ads "Gas Hogs" and "Cavernous" will be featured in popular magazines. A dedicated marketing site was built to communicate top product features through games and interactive experiences. The campaign continued the 'The Fit Is Go' slogan. The TV ads editor was Michael Heldman at Spot Welders, Santa Monica, with producer Lisa English; sound was designed by Eddie Kim at 740 Sound Design, Santa Monica; audio post production was mixed by Loren Silber at lime studios, Santa Monica; music was composed by Jonathan Elias and David Wittman at Elias Arts, Santa Monica with producer Ann Haugen.

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