#5 Creative Content

Scene #1: Group of Kids standing outside of the front of a School

Scene #2: Child #1 inquires about Child #2’s missing Lunch

Scene #3: Child #2 Responds confidently that her mom is coming

Scene #4: Civic comes into view as it darts through obsticals

Scene #5: Child #1 is surprised says that Child #2’s brother is a fast driver

Scene #6: Child #2 just smiles without saying anything

Scene #7: Civic pulls up right infront of the group coming to a quick stop.

Scene #8: Child #2 confidently states that’s not my brother

Scene #9: Mom with Lunch in hands happily pops out smiling and waving to the group

Scene #10: Child #2 skips to meet her mom in front of the car.

Scene #11: Child #2 and Mom Hug in front of the Car

Scene #12: Graphics & Slogan go across the screen Showing It takes you back… pausing for a moment than revealing And Forward.  

#4 Promotion

The promotion will be a commercial that will have the ability to spawn spin offs and leaves itself open to parody those furthering the conversation. While there are some that would shy away from making their commercials, looking back to the Lincoln commercial with Matthew Mcconaughey its retention within the public eye.

This simple commercial that seemingly create what many saw as an absurd amount of nostalgia for the brand, went viral when parodies started coming out making note of the actors performance.

Main stream media outlets took their turns with it as well, when Jim Carrey parody the performance on SNL.

South Park played with the character in their wacky races episode.

This embrace of pop culture while still not abandoning past generations is what makes the commercial stand out. Using the humor for the younger crowd while still telling the older generations they have a lot of life to live. You see this connection in other industries advertisments such as Heineken's nod to a racing legend, while telling everyone to drive safe. 

The advertisement will start with kids standing in front of the school. One of the kids will ask what they’re going to do for lunch. The young girl will calmly state that her mom will be coming back with her lunch. Moments later there will be a black Civic turning the corner sharply. The kid will say I thought your mom was bringing your lunch. The Civic will come to a quick stop, and out pops her mom with paper sack lunch in hand. The girl will reply she is, smiling as she skips to get her lunch.

Showcasing the Civics’ supprier handling and all around functionality, with the joy of being able to take on any task that is thrown at it. The concept has legs to build through out the course of the sales year in multiple meanings and gives an easy format to parody for all would be video makers. 

#3 The Big Idea

The big idea is the focusing on the fun of driving with the reliability of a long running family car. "The new 10^th generation 2016 Honda Civic is off to a good start and put up a good fight in our 2016 Car of the Year competition where it was considered a finalist for the award. While the radically styled exterior received mixed reviews, judges were impressed by the thoughtful interior showcasing high-grade materials, innovative technology, and simple layout."http://www.motortrend.com/cars/honda/civic/ The sleek design that captures your imagination as it looks just as amazing flashing down the freeway, as it does cruising through residential streets. It’s responsive controls make it a dream to drive through congested urban centers, but with a forgiving suspension that won’t throw you when you’re driving down an old country road.

The big idea is to show youth within the aged, everyone has to grow up eventually but that doesn’t mean you have to lose sight of the inner child. The campaign will be based around showing the Civic in every day situations, showcasing its abilities with on lookers waiting to see who gets out of the car. Only to be shocked to find the driver is not the person they would suspect, such as a soccer mom sreching into a suburban neighborhood in her son’s car.

This is to showcase how emotions you’ll have while driving, with the knowledge that it can handle any situation. "The Civic exemplifies automotive excellence and blends fun with efficiency and practicality. Precise steering, a solid chassis, and a well-tuned suspension provide both a compliant ride and sweet handling." http://www.caranddriver.com/honda/civic. With the tip of the hat towards the days gone by, the Civic will show that it is still very much moving forward.

#2 Competitve Analyses

The Honda Civic is in a crowded market share of family compact cars, but its main competitors are the Toyota Corolla, and the Nissan Sentra. "In a three-way comparison that included a 2001 Civic EX, Toyota Corolla S, and a 2000 Nissan Sentra SE, we concluded that Honda “significantly changed the demeanor of its popular Civic…. Subtle ‘de-contenting’ has crept into … the Civic, and some of its exceptional driving dynamics, once due to its unique double-wishbone front suspension, have been lost.” Meanwhile, the Sentra excelled at handling and other key areas including perceived quality and value."http://www.motortrend.com/cars/honda/civic/. While the American car companies do compete with them, these three all come from Japan with very similar tendencies and values.  All three are known to be reliable, efficient, safe, and cost similar prices.

Toyota has been reeling from the safety recall of past years, due to this their campaigns are geared towards the safety of the brand. The Corolla has similar heritage as well, as it is one of the most successful cars of all time. "Historically reliable and relatively affordable, the Toyota Corolla is a prudent but unexciting choice among compact sedans."http://www.caranddriver.com/toyota/corolla. Where they differ is when it comes to styling, the past decade has seen the compact market come to a boring similarity among all brands. Just like Honda Toyota is looking to stand out, styling the Corolla with a more rounded look similar to their successful line of hybrid cars the Prius.  The Toyota Corolla consistently places at or near the top of the sales charts in the compact sedan segment. The small sedan has a reputation for being reliable, but also for being one of the least exciting vehicles in its class. http://www.motortrend.com/cars/toyota/corolla/. This is their main challenge, as while they are trying to play it safe with their styling and ads, they are not acknowledging the joy of driving. "Celebrating 50 years of global sales, the Corolla enters 2017 with a host of changes that continue to appeal to consumers’ sensibilities, if not their fervor."http://www.caranddriver.com/toyota/corolla. Matched neck and neck with the features that both companies offer, Honda has clearly positioned itself ahead.

"The painful mediocrity of the Sentra suggests that the days of truly great small Nissans might be gone."http://www.caranddriver.com/nissan/sentra Nissan has been know for its sports car line and has a great tradition of offering incredibly coupes that are revered to this day.  It continues the tradition to this day with such cars as the Nissan GTR, but that is in fact their biggest weakness when it comes to their every day cars like the Sentra. "Although we find the Nissan Sentra distressingly mediocre and one of our least favorite compact cars, the model is nonetheless quite popular, with the company moving some 203,500 Sentras in the U.S. last year" http://www.caranddriver.com/nissan/sentra. They have put some much time and effort to showcase the boundless attention to detail on the manufacturing of their high end lines, that you’re just left disappointed when the Sentra is parked side by side. The amenities that are offered with the car are far more conservative than the Civics’ standard amenities such as the back up camera included in all models. “More than half of all Sentras sold are the lower two trims, and that makes sense,” we said in our First Drive. The refreshed Nissan isn’t an aspirational compact, but it is spacious, relatively efficient, and not overpriced.”http://www.motortrend.com/cars/nissan/sentra/. Its this conservative guide that has also left their body styling somewhere in-between Toyotas rolling curves and Honda’s tight body lines.

Both main competitors have been long standing rivals with Honda, but for the time being Honda has been able to successfully create a distinction between itself and the other two. "The 2017 Honda Civic won this year's Small Car Best Buy Award because it simply blows away everything else in its class. And for the second year in a row, it takes the Overall Best Buy trophy for the same reasons: The 2017 Civic so dominates its class, it was an obvious choice."https://www.kbb.com/car-news/all-the-latest/best-buy-awards-overall/2000011410/.  Its class leading standard features and brand heritage make it the strongest contender of the three.