Orci announced the release of the latest Hispanic effort for the new 2014 Honda Civic Coupe. The campaign, which focuses on the Coupe’s fun, youthful and stylish attributes, airs on national Spanish network and cable TV, and also includes online, mobile and video executions.
Known for their Hispanic spin on Techno music and crossover appeal to English-speaking audiences, the band Kinky was tapped by Orci to produce a song written by the agency for the new Honda Civic Coupe. The song, “Canción de Futbol,” is the centerpiece of the campaign. The result is an incredibly infectious tune that the agency hopes will capture the fervor of futbol fans everywhere. The song will also be released on iTunes later this year.
“We wanted to create a new anthem for futbol fans that captured their youthful excitement for the game,” said Orci Executive Creative Director Ricardo Cardenas. “The same young, fun, excitement also applies to the 2014 Civic Coupe, so the song and futbol theme were a natural fit.”
The spots and online videos depict a couple of young futbol fans heading to the game in their brand new 2014 Honda Civic Coupe. As they bop their heads to the song on the radio (Kinky’s Canción de Futbol), they look around and notice others are joining in the chorus. Everyone they pass is singing the song, including futbol superstar Rafa Marquez, who recently won his first domestic title in Mexico for Team Leon and formerly played for Monaco, Barcelona, and NY Bulls. The spot ends as they arrive at the stadium, where thousands of fans also join in the song.
Orci has also been tapped to handle Honda’s Hispanic Twitter feed @HondaLatino, which will kick off with the #GolGol campaign.
The TV and video executions were helmed by famed Mexican actor/director Diego Luna, of Canana Branded Content, who, in addition to his work as an actor and director, is known for his passion for futbol. His latest directorial U.S. film, Cesar Chavez: An American Hero, will be released in March of this year. Luna, a partner in Canana, along with Gael Garcia Bernal, Pablo Cruz and Julian Levin, was drawn to the project’s sense of global community surrounding futbol and the playfulness and freedom that came with the concept.
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