bruce willis Archives - Frank Ancona Honda blog

February 7, 2014

Bruce Willis and Honda Team Up To Promote Honda Safety in Hugfest Campaign

Honda and Bruce Willis recently paired up in a “Hugfest” campaign to promote Honda’s outstanding safety ratings.


Photo: Honda

The campaign, which first launched in the form of a big-budget Super Bowl ad, has Willis asking viewers to hug family and friends as they’re watching the NFL championship game while he talks about Honda’s crash safety.

Check it out here.

Mike Accavitti, senior vice president of automobile operations at American Honda Motor Company, Inc., said, “While we are in fact a leader in safety, the public doesn’t always recognize that.”

Accavitti added that Honda’s goal with the ad was to “zig, when everyone else was zagging. Super Bowl spots are now going over the top — we’ve gone that way in the past and I’m not saying it’s good or bad. Instead of going big, we’re going small.”

In the commercial, Willis asks viewers to hug their loved ones. He tells the audience, “Those people you just hugged, they’re real. They’re not crash test dummies, they’re not engineering data. And their safety matters as much to Honda as it does to you.”

Even though the Super Bowl is over, Honda is continuing the campaign on Twitter, Facebook, YouTube and its website. The company is encouraging social media users to use the hashtag #hugfest while promoting safety themes.

Learn more about Honda safety.