One of Honda‘s most intriguing side projects, the Asimo robot, is taking a turn as an actor in a new television and cinema ad for the company’s Canadian auto division.
Honda has been building walking robots since 1986, and they’ve become global media celebrities for their human-like attributes and ability to walk on two legs. Asimo, the latest version, walks across various Canadian scenes in his new ad, part of a campaign to establish the brand’s regional strength.
“This campaign was created to show people that Honda is more Canadian than they may think,” said Trevor Maidment, senior manager, advertising for Honda Canada. “Our contributions to the Canadian economy have been significant, and our commitment to Canada remains strong.”
Maidment said the ad is the results of a “considerable joint effort” between Honda’s internal ad team, led by Kate Lucek, advertising supervisor, and Amanda Menezes, advertising coordinator, and BOS Toronto.
BOS’ Quebec office works for the automaker’s Quebec dealer asssociation.
Meanwhile, Honda’s Canadian agency of record Grip Ltd, created the current Civic Nation campaign, which also leans heavily on regionality by featuring workers in the automaker’s Alliston, Ont. plant.
“The Asimo campaign is simply a project with BOS,” said Maidment. “We have no plans for any agency of record change or additional full time work with BOS.”
Asimo’s Canadian ad debut is backed by a microsite that details the company’s history in Canada and several statistics that back its claim on national pride. The campaign also includes online ads, POP materials and direct mail.
