Owners cry over Honda Lawn & Garden gear that won’t die in latest campaign via Howatson+Co
Honda’s Power Equipment division is launching a new Lawn & Garden campaign, led by Howatson+Company for both media and creative. The campaign highlights Honda’s products just won’t quit. Which is equally awesome, and damn annoying.
Known for unmatched reliability and engineering excellence, Honda’s Lawn & Garden products have earned a reputation not just for performance, but for their uncanny longevity. The new cross-channel campaign brings that benefit to life, by showing just how upsetting it can be when you’re itching to buy a new Honda product, but your current older model still works so well it just won’t let you.
Says Eva Barrett, Honda’s General Manager of Brand, Marketing, Customer Experience: “We wanted to have some fun with a very serious product truth. Our customers know Honda products go the distance, so we’re taking that fact and turning it into something distinctively memorable.”
Says Richard Shaw, Howatson+Company, Deputy Chief Creative Officer: “Showing people frustrated or crying at the same product you’re trying to sell, just built a few generations earlier, isn’t common on TV. But it humorously highlights a brilliant product benefit.”
The work is rolling out nationally until December across TV, online video, OOH, digital and instore.
Honda
General Manager Brand, Marketing, CX: Eva Barrett
Creative Manager: Glenn Gibbins
Marketing Manager: Ben Familton
Digital Marketing Lead: Ruby Murphy
Marketing Campaign Specialist: Deana Bazzanella
Howatson+Company Creative
Deputy Chief Creative Officer: Richard Shaw
Senior Art Director: Dan Smith
Senior Copywriter: Ernie Ciaschetti
Senior Designer: Gabriella Dudman
Studio Lead: Simon Merrifield
Chief Executive Officer: Chris Howatson
Managing Director: Andrew Drougas
Client Partner: Ben Peachell
Senior Account Director: Ella Hine
Strategy Director: Joe Ronan
Howatson+Company Media
Head of Strategy & Planning: James Turner
Head of Investment: Liz Lonsdale
Strategy Director: Tess Linkins
Media Director: Jessica Lane
Senior Media Manager: Brad Szmerling
Senior Media Executive: Jarrod Kenley
Production Company: Rabbit
Director: Aimee-Lee Xu Hsien
Executive Producer; Lucas Jenner
Executive Producer: Alex Hay
Producer: Morgan Hind
DOP: Alex Serafini
Casting: Nick Hamon Casting
Post House: The Editors
Online: Stuart Cadzow
Grade: Ferg Rotherham
Offline: Fraser Kelton / Howatson+Company
Sound: Shane Vancuylenberg / Howatson+Company
Senior Producer: Natalie Greaves / Howatson+Company
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