Mickey Factz
Recently, Honda enlisted up-and-coming artist Mickey Factz to endorse their Honda Accord. The resulting commercial is displayed below.
AdAge suggests that this is a smart marketing move on Honda’s part, and a great way to authentically incorporate hip-hop into their marketing. They say,
Hip-hop’s decade of bling is popping, and it looks more like the housing bubble than a champagne cork. So why, at this point, would anyone take financial cues from a culture marked by conspicuous consumption? Honda Motor Co. thinks it has an answer.
and
“We wanted the balance of having style, a cool look and a cool lifestyle, but doing it in a way that’s sensible for the times,” said Barbara Ponce, manager-diversity advertising at Honda.
Woooha.com’s Scott Yeti is quoted as saying that he “isn’t sure the campaign will keep hip-hop fans engaged”:
“It’s still too early to tell and maybe Honda has some more tricks up their sleeves with this campaign, but I don’t know if the hook there is strong enough to maintain a strong consumer base that will keep coming back.”
We’ll all have to wait and see. The general murmuring around hip-hop business circles is that it’s a good look personally for Factz, but may not be as effective for Honda, or engaging for hip-hop heads, as Honda would like.
Thoughts?
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