I have to say I like this commercial, maybe because I used to listen to that song when I was younger. I know that there has been a lot of talk in the marketing circles about this commercial and if it hit the mark or not. There are too many factors in the market to say if it has or not, but the elements of the commercial are interesting.
You have a song from 1977 and references to the 70’s pop culture. The target market for such cars has been the soccer Mom. Now only those over 30 are going to get the references in the commercial, anyone under 30 probably doesn’t get it. So already they lost a good portion of their market.
Plus the elements in play, I don’t know of today’s soccer Mom’s want to remember the 70’s “Van God” or be associated with them. The husband might be another story.
Either way, I give Honda credit; it’s a creative commercial for something that is generally extremely boring. Who pays attention to mini van commercials anymore, and yet there is more buzz on this one commercial than has probably been generated by all of the commercials on mini vans in the last 5 years. So, Honda got something with this, it got buzz.
Maté Tea for the Mind 