Honda just isn’t feeling Savage anymore

(New Honda campaign features John Cena)

Think of Honda going from Savage to well, tough. As in Fred Savage, the brand voice since 2014, and tough guy John Cena. The former WWE superstar turned actor, who will appear next year in Universal’s F9 and James Gunn’s Suicide Squad is the new voice for the Honda brand.

As the brand moves away from its quirky campaigns to more rugged ones, Cena’s voice will be featured across all marketing for Honda cars and light trucks.

The opening spot in the new rugged campaign touts the highly-versatile 2021 Passport and Pilot SUVs, including the Pilot Special Edition, demonstrating their capability on- and off-road, with a glimpse of the redesigned 2021 Honda Ridgeline.

The creative shines a spotlight on the performance of Honda products that challenge the most rugged of terrains, along with their capability to amaze. Honda is the only brand to make products across the entire spectrum of outdoor adventuring, including SUVs and trucks, motorcycles, ATVs, side-by-sides and products that support outdoor life, such as generators. Have a look:


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“I’m looking forward to this new relationship with Honda because I’ve always been a big fan of Honda products and how deeply involved they are in the community,” said John Cena.

“John Cena is known for his toughness and strength, but he also has a lot of heart and he’s a real car enthusiast, making him a perfect fit to be the new voice of Honda,” said Joseph.

Honda’s new creative will be featured on national broadcast, including high-profile national sports, including the NBA Finals, top-rated NFL games and College Football within SEC & Big 12 games on CBS and FOX.

The :60 second and :30 second spots will air on premium cable networks, such as TBS, Bravo, USA Networks, TNT, as well as on-demand video programs like Hulu, NBC Universal, Watch ESPN and FOX Sports Go.

The campaign, which includes a Spanish-language version on Telemundo and Univision, will extend across digital media properties, such as Amazon, Verizon Media, Spotify, Tripadvisor, National Geographic and CBS Sports, along with Hispanic platforms, including Mitú.

The effort will run across social media, including a heavy presence on Pinterest, with sponsorship of the “Rewilding” trend from the 2020 Pinterest 100 Trend report through an official P100 badge.


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You can also look for the campaign on Snapchat and Reddit including category takeovers. The next phase of the campaign will star the redesigned 2021 Ridgeline, tied to its on-sale early next year.

It’s just tough. Not Savage.

SOURCE: Honda

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