You Meet the Nicest People on a Honda • Petrolicious
You meet the nicest people on a Honda. The ad campaign that ushered in the Japanese motorcycle invasion, ending the British domination of the foreign. Explore Leena Bankal's board "You meet the nicest people on a Honda" on Pinterest. | See more Honda Scooter Meet the Nicest People Vintage Ad. I recently came across a TV ad for Honda that was from their famous campaign: “You meet the nicest people on a Honda.” In an era of.
Today, he lives in the Ozarks Motorcycles of the day were not se rious transportation.
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They were oil-leaking, maintenance intensive rides and their popularity was limited. But ina little Japanese company named Honda decided to take on the American motorcycle market, complete with all its accompanying negative attitude toward motorcycles.
The first two years saw modest success.The Hondells - You Meet The Nicest People On A Honda Bike
The step-through Cub 50 was sold in sporting goods stores and a small cadre of dealers. As the Hondas caught on, dealers sprouted like dandelions after a spring shower. To that end, in American Honda hired the Gray Advertising Agency to help introduce their machines to this non-traditional bike audience.
To head up the team to work on the fledgling Honda account, Gray Advertising hired a talented young creative director for the account. Robert Emmenegger had the film and television commercial experience, as well as the extensive musical expertise, to develop a campaign to accomplish their goals.
And he had a new approach — that motorcycling could appeal to students and other young adults who would enjoy the economy, freedom and fun two wheels offered. He had a keen sense of how to create appealing campaigns and turned that talent toward his new two-wheeled client. Accordingly, he was willing to invest a fortune on it.
In fact, Kawashima was ready to lay down the largest sum his company had ever used to promote Honda motorcycles. So, when Grey Advertising, a major U. This was to be a major campaign targeting the eleven western states. The ad depicted housewives, a parent and child, young couples and other respectable members of society - referred to as "the nicest people" - riding Honda 50s for a variety of purposes.
You Meet The Nicest People On A Honda
Moreover, the colorful illustration and highly professional design appealed strongly to the public. Those who would otherwise have rolled their eyes at the word "motorcycle," and those who previously had no interest in them, soon saw in the motorcycle a new purpose: Mothers who once wouldn't listen to an adolescent child's plea for a motorcycle began to compromise, saying, "I'll buy you one, if it's a Honda.
And with its support from an ever-widening sector of the American public-from students and housewives to businessmen and outdoor enthusiasts-the motorcycle finally won recognition as a popular product. Grey Advertising, now quite confident in its wildly successful Honda campaign, had a new proposal.
You Meet the Nicest People on a Honda
Kawashima," they asked, "would American Honda like to participate as a sponsor of the Academy Awards broadcast" The Academy Awards broadcast was a major annual event drawing a public, eager for a taste of glamour and spectacle. Even then the show was televised nationally.
Grey maintained that airing a commercial during this program, which attracted 70 or 80 percent of all television viewers, would immediately spread the American Honda name and product line across the nation.
Seen as an outrageous price that would immediately wipe out the revenue from about 1, Honda 50s, even Kawashima hesitated before giving it his approval. So, I decided to go for it.