Customers Breakdown Over Durable Honda Products in Howatson Campaign

Honda’s Power Equipment division has launched a new 'Lawn and Garden' campaign, led by Howatson+Company for both media and creative. The campaign highlights how Honda's products just won’t quit, which is both awesome and annoying. 

Known for unmatched reliability and engineering excellence, Honda’s 'Lawn and Garden' products have earned a reputation not just for performance, but for their uncanny longevity. The new cross-channel campaign brings that benefit to life, by showing just how upsetting it can be when existing Honda products prevent consumers from purchasing the newest ones available because of how durable the old one is.

Eva Barrett, Honda’s general manager of brand, marketing, customer experience said, “We wanted to have some fun with a very serious product truth. Our customers know Honda products go the distance, so we’re taking that fact and turning it into something distinctively memorable.”

Richard Shaw, Howatson+Company, deputy chief creative officer said, “Showing people frustrated or crying at the same product you’re trying to sell, just built a few generations earlier, isn’t common on TV. But it humorously highlights a brilliant product benefit.”

The work began rolling out nationally from October through to December across TV, online video, OOH, digital & in-store.