Honda Ridgeline pickup marketing set with new TV spot

Honda today is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features.

Honda is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features.

  • Multi-channel campaign debuts during the Summer Games in Rio
  • “The Power of Ridgeline” TV spot (http://honda.us/PowerOfRidgeline) brings truck’s versatility to life
  • Creative execution developed by stop-motion artist PES, creator of Honda’s famed “Paper” spot  
  • Experiential and social activations position Ridgeline as “The Ultimate Tailgating Vehicle”

TORRANCE, Calif. – Honda is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features. Launching today online as a sneak peek ahead of its offical debut during the Summer Games in Rio, the multi-channel campaign is led by a new 60-second TV spot, “The Power of Ridgeline,” that showcases the versatility, utility and comfort of the all-new Honda pickup truck.

“A one-of-a-kind truck like the all-new Ridgeline deserves an innovative marketing campaign to communicate how this truck stands out among its competition,” said Susie Rossick, Assistant Vice President of Marketing at American Honda Motor Co., Inc. “Our new campaign celebrates how Ridgeline defies convention whether used for recreation or work, to show consumers what sets it apart from the rest.”

Ridgeline TV Spot
In the campaign’s hero spot “The Power of Ridgeline” (http://honda.us/PowerOfRidgeline), Honda again partners with PES, with Ridgeline helping realize a full-scale construction project that ends in a surprising twist. The spot is a departure from typical truck category advertising and offers a visually spectacular demonstration of the Ridgeline’s innovative capabilities. “The Power of Ridgeline” showcases a unique combination of in-camera choreographed long-exposure, and stop-motion. PES and Honda previously worked together on the critically acclaimed and award-winning “Paper” ad in 2015.

The new Honda Ridgeline made its official television debut during Super Bowl 50.  The “A New Truck to Love” spot featuring Queen’s iconic hit, “Somebody to Love,” introduced America to the new Ridgeline and the industry’s very first factory Truck-bed Audio System. Expanding on that creative, the robust new Ridgeline multi-channel marketing campaign exposes consumers to the wide range of innovative features and technology that make the all-new Ridgeline the best in the midsize truck segment. The new campaign also features a strong experiential presence, as well as print and out of home media activations, social media programming, digital media and original content that showcases some of the pickup’s most unique features.

Ridgeline Gets Social

To extend the reach of the Honda Ridgeline marketing campaign, the automaker will be sharing multiple social programs to support the launch new of the new pickup. A set of four stop-motion videos will go live mid-August, with each video created to show off the Ridgeline’s various features including impressive cargo and cabin space, robust payload capacity along with the Honda-exclusive In-Bed Trunk® and Dual Action Tailgate.

Honda has also teamed up with the “Wood Whisperer” (http://www.thewoodwhisperer.com/), known for constructing education and entertainment for the modern woodworker, to create “Saturday Projects” in the back of the Honda Ridgeline, which will launch in August. In a series of four videos, the Wood Whisperer will use the features of the Ridgeline including the in-bed trunk and AC outlet, to build a BBQ cart, a giant connect-four game, dog steps, and bench.  He will also demonstrate that all of these projects can be built with sheets of plywood that fit flat in the back of the Ridgeline.

Honda today is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features.

Honda is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features.

The Honda Ridgeline also will be featured on Tested.com created by Mythbusters star Adam Savage, this fall, with six custom builds highlighting the truck’s unique features. The Ridgeline “Features Not Standard” episodes will rollout on Facebook, YouTube and on Tested.com.

The Ridgeline Experience Continues

For consumers to experience the all-new Ridgeline as “The Ultimate Tailgate Vehicle,” Honda plans to take college football by storm this fall in a new series of “Hometown Tailgates” to be announced later this summer. As part of the program, Honda Ridgeline will present the “Battle at Bristol’s Tailgate Party” staring Kenny Chesney and The Band Perry and will be a part of the largest college football game in history the following day.

Honda also has launched a new Hispanic marketing campaign that debuted with the Ridgeline’s official sponsorship of the Univision Deportes’ broadcast of “Campeón de Campeones,” the emblematic Mexican soccer championship match between the winners of the two most recent Liga MX seasons that took place in Los Angeles and aired on Univision. A new Ridgeline Hispanic TV spot, “NO ES NADA” debuted during “Campeón de Campeones,” featuring the all-new Ridgeline as a ‘mid-size truck with a big-sized heart’


Additional Campaign Elements and Media Placements

National media will run on network cable, broadcast, and online video within top-rated programming and fall premieres. To create greater impact at launch, the Ridgeline campaign will include portal homepage takeovers, such as on Yahoo! and MSN. Large-scale outdoor units will boost visibility on the local level within select major urban markets. To extend the campaign’s presence, it will be featured in men’s lifestyle titles, surrounding sports / fitness, technology, and auto enthusiast magazines.

About the Redesigned and Re-engineered 2017 Honda Ridgeline

The all-new Ridgeline, now available in Honda dealerships, builds on the unique and still industry-exclusive features that debuted in the award-winning first-generation Ridgeline in 2005. With superior on-road manners and a spacious, flexible interior — the 2017 Ridgeline adds the truck bed audio system to the already industry-first In-Bed Trunk® and Dual-Action Tailgate. Ridgeline joins Honda’s expanded lineup of innovative light-truck models, including the HR-V crossover, the CR-V and Pilot SUVs and the Odyssey minivan.

The Ridgeline was developed by Honda R&D Americas in Ohio and California, and is produced exclusively at Honda’s Lincoln, Alabama, auto and engine plant, alongside the Pilot and Odyssey.

Honda today is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features.

Honda  is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features.

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2017 Ridgeline gives Honda a new pickup in competitive market

2017 Honda Ridgeline

2017 Honda Ridgeline

– 2017 Ridgeline brings Honda innovation in technology, design and packaging to the midsize pickup truck market
– All-new Ridgeline delivers superior driving dynamics in combination with the largest interior space and most versatile bed in a midsize 4-door pickup
– Honda-exclusive features including In-Bed Trunk®, dual-action tailgate and the industry’s first in-bed audio system make Ridgeline the ultimate tailgating vehicle
– Honda unveiled the all-new 2017 Ridgeline truck at the North American International Auto Show, once again challenging conventional thinking in the pickup truck market with Honda-exclusive features, design and technology that help Ridgeline set new benchmarks for versatility, capability and comfort in a midsize pickup.

“We are bringing our unique technology and original thinking to the market in a new and challenging concept for a Honda pickup,” said John Mendel, executive vice president of American Honda Motor Co., Inc. “We think we’ve got a better idea, a truck that uses its unibody construction and Honda packaging magic to deliver more of the things that many of today’s truck customers want and need with none of the things they don’t.”

2017_Honda_Ridgeline___004Designed, developed and manufactured in America, the new Ridgeline will launch in the first half of 2016 with a combination of features and capabilities unlike anything else on the market today, including:

Superior on-road performance – with the segment’s best handling, ride quality, cabin quietness and all-weather traction capabilities – courtesy of its unibody construction, sophisticated chassis, and available i-VTM4™ torque-vectoring AWD system
Class-leading space – with the largest and most versatile cabin and the only 4-foot-wide flat bed space in the midsize pickup segment, along with payload capacity rivaling top competitors
Innovative and class-exclusive features, including an In-Bed Trunk™, dual-action tailgate and the industry’s first in-bed audio system – making Ridgeline the ultimate tailgating vehicle
Targeted top-in-class acceleration, EPA fuel economy ratings and third-party collision safety ratings, and featuring Honda’s next-generation ACE™ body structure and available Honda Sensing™ suite of safety and driver-assist technologies
Leading edge connectivity with 8-inch Display Audio featuring Apple Car Play® and Android Auto™ compatibility

Advanced Chassis, Powertrain and All-Wheel-Drive
The new Ridgeline is based on Honda’s Global Light Truck platform with its rigid yet lightweight unibody construction, next-generation ACE™ body structure and sophisticated, fully independent suspension, delivering a higher level of ride and handling refinement than conventional body-on-frame designs. The Ridgeline will be powered by a 3.5-liter, direct-injected i-VTEC™ V-6 engine mated to a 6-speed automatic transmission, providing top-in-class powertrain refinement and targeting best-in-class acceleration performance and segment-leading EPA fuel economy ratings.

The Ridgeline also will be available for the first time in both front-wheel and all-wheel-drive configurations. All-wheel-drive models will utilize Honda’s i-VTM4™ torque vectoring AWD technology, featuring Intelligent Terrain Management with Normal, Sand, Snow and Mud modes, providing robust medium-duty off-road and towing capability with superior on-road, all-weather handling, traction and performance.

Sophisticated, Versatile and Spacious Cabin
2017_Honda_Ridgeline___018Inside, the Ridgeline boasts the largest, most versatile and sophisticated cabin in a midsize 4-door pickup, featuring high-grade materials and finishes, available leather trim and all the latest technologies that Honda has to offer.

Included are a tri-zone climate control, push button start, a full-color TFT center meter and available 8-inch Display Audio touchscreen with Apple Car Play and Android Auto compatibility.

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The Ridgeline’s 60/40-split and folding second-row seat provides the ultimate versatility for people- and cargo-hauling utility. With the seats folded down, the Ridgeline will comfortably carry up to five people while still accommodating long items, like a set of golf clubs, under the rear seat. Folding up one or both sides of the 60/40-split seat bottom opens up 2017_Honda_Ridgeline___020the back to carry tall and bulky items.

 

 

 

 

 

A Bed Like No Other
The Ridgeline bed offers pickup users unmatched versatility in a midsize 4-door pickup. At 2017_Honda_Ridgeline___0145′ wide and 5’4″ long (5.4 inches wider and 4 inches longer than the previous generation Ridgeline), the 2017 Honda Ridgeline has the only 4-foot wide flat bed space (with 48 inches between the rear wheel arches) in the midsize pickup class, allowing for flat hauling of items like plywood sheeting or drywall. The Ridgeline will also offer payload capacity rivaling top competitors, approaching 1,600 pounds, with final specifications to be released closer to launch.

2017_Honda_Ridgeline___012The composite, UV-stabilized and scratch-resistant bed also boasts a number of available Honda-exclusive features that add to its incredible versatility, including an In-Bed Trunk™, dual-action tailgate, available 400-watt AC power inverter and the industry’s first in-bed audio system.

The Ridgeline’s standard, lockable In-Bed Trunk provides secure storage space with no compromise to bed utility and now features a fully flat floor while still including a drain plug for easier cleaning and evacuation of water from the trunk. The dual action tailgate is hinged both at the bottom and along its left side, opening down or to the side, which enables easier loading and unloading of heavy and bulky items without having to reach over the open tailgate. The bed also features eight 350-pound tie down cleats and an available 400-watt power inverter, located behind an access panel in the right bed wall, with the capacity to recharge power tools or energize a tailgate blender or flat screen TV.

2017_Honda_Ridgeline___013A first for any pickup, the new in-bed audio system, together with the In-Bed Trunk and available 400-watt power inverter, makes Ridgeline the ultimate tailgating vehicle. The new in-bed audio system utilizes six exciters located inside the bed walls, in place of conventional speakers, pumping out sound from the Ridgeline’s audio head unit, with up to 540 watts of power.

Top-Level Safety Performance
Featuring Honda’s next-generation ACE™ body structure, advanced airbag systems and available Honda Sensing™ suite of safety and driver-assist technologies, the new Ridgeline will target the highest available collision safety ratings – an NCAP 5-star Overall Vehicle Score from the NHTSA and a TOP SAFETY PICK+ rating from the IIHS. Honda Sensing™ technologies available on the 2017 Ridgeline include Lane Departure Warning (LDW), Collision Mitigation Braking System™ (CMBS™), Forward Collision Warning (FCW), Road Departure Mitigation (RDM) and Lane Keeping Assist (LKAS). All Ridgeline models will feature a multi-angle rearview camera as standard equipment and upper trims will be available with either Honda LaneWatch™ or Blind Spot Information system.

Ridgeline Development and Manufacturing
Like the first generation Honda Ridgeline, the all-new 2017 Ridgeline was designed and developed by Honda R&D Americas and will be produced by Honda Manufacturing of Alabama in Lincoln, Alabama.

About the Honda Light Truck Lineup
2017_Honda_Ridgeline___003Honda set an all-time record for U.S. sales of light truck models in 2015, up nearly 12% from 2014 to 661,188 SUVs, CUVs, pickups and minivans, and besting the previous record of 602,123 Honda-brand light trucks sold in 2006. Honda’s sales success was driven by an unprecedented cadence of new light truck offerings starting in the fall of 2014 with the freshened 2015 Honda CR-V, which was named Motor Trend 2016 Sport Utility of the Year and was America’s best selling SUV again in 2015. In 2015, Honda launched the all-new HR-V crossover and the third generation Pilot SUV. In December, the Pilot was names as a finalist for the 2016 North American Truck/Utility of the Year award.

In 2016, Honda will continue the fortification of its light-truck family of vehicles with the new Ridgeline and a fully redesigned Odyssey minivan. Honda was named the “2016 Best SUV Brand” by U.S. News and World Report, and the Pilot, CR-V, HR-V and Odyssey each has earned a “Best Buy” award from Kelly Blue Book for 2016. The 2016 Pilot and CR-V have received a TOP SAFETY PICK+ rating from the Insurance Institute for Highway Safety for model year 2016, while the 2016 Odyssey minivan has earned a TOP SAFETY PICK rating.

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Honda stays in light truck game: Ridgeline to debut at Detroit show

Final_Teaser_IMage_Ridgeline_12_18

Honda will challenge conventional thinking in the midsize pickup segment with the return of the Honda Ridgeline truck, set to make its world debut at the 2016 North American International Auto Show in Detroit on Monday, January 11 at 1:15 p.m. EST.  Designed, developed and manufactured in America, the all-new Ridgeline is the fourth new or significantly refreshed light truck model introduced by Honda in the past 18 months and will hit roads nationwide in the first half of next year.

“We developed this new Honda Ridgeline to offer something new and fundamentally better suited to the way many buyers use their truck,” said Jeff Conrad, senior vice president and general manager of the Honda Division. “Ridgeline will deliver everything you’d expect in a Honda from incredible packaging and fuel-efficiency to top safety technologies and innovative, segment-first features.  We’re honored to once again debut the Ridgeline in Detroit at the North American International Auto Show.”

Honda began the complete remake of its light-truck lineup in the fall of 2014 with the freshened 2015 Honda CR-V, America’s best selling SUV. Earlier this year, Honda launched the all-new HR-V crossover, gateway to the Honda truck lineup, and the third generation of its popular Pilot three-row SUV. In 2016, Honda will continue the strengthening of its light-truck family of vehicles with the new Ridgeline and a fully redesigned Odyssey minivan.

Calendar year 2015 sales of Honda light trucks are up 11.8 percent to 599,507 vehicles through the end of November and are on track to set a new all-time sales record for the brand, beating the previous best of 602,123 units in 2006.

Like the first generation Ridgeline, which also debuted at NAIAS in 2005, the all-new Ridgeline was designed and developed by Honda R&D Americas, Inc., in its Torrance, California design studio and Raymond, Ohio, research and development center. The Ridgeline and its engine will be producedi by Honda Manufacturing of Alabama, Inc., in Lincoln, Alabama.

Watch the press conference live at Honda’s YouTube channel, youtube.com/user/Honda or media website, hondanews.com/channels/ridgeline.

2017 Honda Ridgeline TV debut at Super Bowl 50

mailerFollowing its world debut at January’s North American International Auto Show in Detroit, the all-new 2017 Honda Ridgeline is set to debut on television to well over 100 million viewers on Sun., Feb. 7, during the 3rd quarter of Super Bowl 50. Honda will execute activations across several platforms, screens and Internet properties to promote the ad and the 2017 Honda Ridgeline.

“The big game is the largest and most coveted stage to show the world that Honda is back in a big way with an all-new Ridgeline truck,” said Jeff Conrad, senior vice president and general manager of the Honda Automobile Division. “Super Bowl 50 is the right time and the right venue to communicate Honda’s continued leadership in light trucks. The multiplatform approach will enable Ridgeline to come out of the gate strong in 2016.”

The all-new 2017 Ridgeline television spot marks the Honda brand’s first official Super Bowl commercial since 2014’s “Hugfest” promoting Honda safety, which generated significant social engagement during and after the big game.

The all-new Ridgeline is slated to launch in the first half of 2016 at Honda dealerships nationwide, and will join Honda’s expanded lineup of innovative light truck models, including the HR-V crossover, the CR-V and Pilot SUVs and the Odyssey minivan. Honda is on track to earn a new all-time record for light truck sales in 2015, with sales up 11.8 percent to nearly 600,000 units through the end of November.

The Ridgeline is being developed by Honda’s North American design and engineering teams in Ohio and California, and will be produced at its Lincoln, Alabama, auto and engine plant, alongside the Pilot and Odyssey.

Honda introduced the award-winning first-generation Ridgeline in 2005 and earned high praise for its unique features and capabilities, including the industry’s first In-Bed Trunk and Dual Action Tailgate, as well as its superior on-road manners and spacious, flexible interior. The original Ridgeline was named 2006 Motor Trend Truck of the year and 2006 North American Truck of the Year and topped J.D. Power and Associates’ Automotive Performance, Execution and Layout (APEAL) study in the midsize pickup segment for three consecutive years.