2016 Honda Civic Ad Campaign Focuses on Ordinary People With Great Expectations | Edmunds

2016 Honda Civic Ad Campaign Focuses on Ordinary People With Great Expectations

TORRANCE, California — A new advertising campaign for the 2016 Honda Civic showcases ordinary people striving for career success.

"The all-new Honda Civic shares the spotlight with a real-life person who is young, hard-working and on the cusp of greatness," American Honda Motor Co. said in a statement on Friday.

The three people are a coffee bar owner, a ballerina and an executive chef.

The 2016 Honda Civic sedan is on sale now; the 2016 Honda Civic Coupe arrives at Honda dealerships on March 15.

The new TV ads are designed to "tell an inspirational story of motivation, passion and commitment — while subtly making the connection to Honda and its passionate philosophy of making great vehicles," Honda said.

The campaign also positions the Civic against such competitors as the Dodge Dart, Ford Focus, Hyundai Elantra and Toyota Corolla.

It's part of a larger trend on the part of automakers to appeal to younger car shoppers with ads that focus on real people.

Cadillac last month rolled out its "Dare Greatly" advertising campaign for products like the 2016 Cadillac CT6.

The Cadillac campaign features nine "inspiring innovators pursuing their passions and achieving success despite obstacles and hardships."

One of the innovators is 19-year-old Easton LaChapelle, the developer of a prosthetic limb that can be operated with the mind.

Edmunds says: Ordinary people become the face of the 2016 Honda Civic in a bid to lure shoppers into showrooms.

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