LG2 has launched its first campaign for the Quebec Honda Dealers Association since it won the account from BOS last October.
LG2’s first effort launched during La Voix (Quebec’s version of The Voice, which gets approximately 2.5 millions viewers every Sunday), a show that Honda sponsors. Of the six new TV spots, four highlight the show sponsorship and two focus on the new CRV and Accord models.
All the new spots feature spokesperson Martin Matte, a popular Quebec stand-up comic used in the BOS campaigns.
”It’s true we sort of pursue another agency’s campaign, but the use of Martin Matte as a spokesperson works,” said Nicolas Dion, LG2’s creative director. “And it works excessively well, both on awareness and assessment of the brand. So, like the English say: if it ain’t broke, don’t fix it.
“This campaign is extremely adaptable and open: it’s Martin Matte, smart and straightforward humour, and a nice car finely presented. The rest is an open field, and it’s a great challenge.”
LG2 won the account in a review after BOS relinquished the client. It was acquired by Japan’s Dentsu, which works on Toyota internationally. The client had been with BOS for a dozen years.
Dion said his team watched BOS’s campaign work and felt the best executions focused on “intelligence and simplicity. So we decided on that approach. We gave ourselves the mandate of using humour and Martin Matte’s comical talent for a unique goal: showcase the car’s features. But we have to choose the right ones and to illustrate them simply, smartly and, I hope, in an entertaining way.”
