Advertisement
Find a Car
Go!

2012 Honda Civic: As Exciting As A New Toothbrush?


2012 Honda Civic

2012 Honda Civic

Enlarge Photo


Upon barking repeatedly at my children to brush their teeth and get to bed, I was handling the precision-engineered, ergonomically-designed, cavity-preventing Oral-B electric toothbrushes that 4 out of 5 dentists recommend, when I noticed that the brush heads needed replacing. I must prevent cavities and not enrich our dentist. So I did the usual -- I asked my wife where the new brush things were. Of course she said, “look under the sink, where they always are.” I felt shame.

So I peered in the cabinet and took out what I thought were replacement heads, examined them and wondered, how can you tell they're new? They look a little brighter, wider, and shinier. With brand-new colors to choose from so you can make sure you’re not sucking in anyone else’s germs. Not much else.

Which brings me to today’s subject of media deconstruction, the 2012 Honda Civic, a brand-new version of the very popular compact sedan that you see on every corner here in my high-gas-price hometown. These are highly reliable cars, hold their resale value very well, are very safe, are fuel-efficient and really engineered well. They are space efficient, handle well and come in standard 1.8-liter, 140-hp trim; a hot-motored 201-hp version, an HF version for 40+ mpg and a hybrid are on the way. Sedan and coupe are there for sedate and sporty drivers respectively.
Honda is giving buyers lots of choice so there are few reasons not to choose this car. I am sure it will appeal to the loyal Honda buyers and make them come back for more.

But will it bring new buyers into the showroom? Well, I have my doubts, largely because they look a lot like those refreshed toothbrush heads I mentioned earlier. As noted in a review in Automotive News recently, the competition has not only caught up, it some cases, especially design, they have surpassed the former small car champ (see Hyundai Elantra). So how does Honda stand out if the product seems only good enough?

Advertising. And some good advertising at that. Honda is really pushing the point that there is a Honda for any kind of person. And they are doing it with some clever humor too. Specifically, wrestlers, monsters, zombies and hairy woodsmen. Yes, you read that right. Not an accountant, homemaker or 20-something to be seen (well, maybe some slacker types in the Zombie episode).

There are three new ads to watch, with my favorites being the Woodsman ad, where there is some clear pop culture thievery from Family Guy where Peter has a family of birds nest in his beard, and the Zombie ad with appendages flying all over the place at the golfing range. Just brilliant! The ads are clearly filmed to showcase the cars, their features, and emphasize the message of a Civic for all. But best of all, the ad agency absolutely nailed it with their choice of music for each ad. The music, particularly for “To Each Their Own” with a Devo-esque beat and feel is wonderful stuff to make your ears perk up. The Woodsman ad also hits it on the head with folksy music, and the Zombie ad, well the fuzz guitars and funky beat make the ad move along perfectly. Well done, Honda! Nice to see you are back on your advertising game and looking forward to more of it.

Watch the ads below and have a good chuckle.
[Automotive News]

To Each Their Own


 
Date with a Woodsman


It's Good To Be a Zombie





Advertisement
 
Follow Us

 

Have an opinion?

  • Posting indicates you have read this site's Privacy Policy and Terms of Use
  • Notify me when there are more comments
Comments (7)
  1. This is supposed to be an media site and the writers here make such stupid grammatical mistakes... Please proof read these articles before posting! A writer should know the difference between there, their and they're.
    The writer writes "wondered how can you tell their new?" What the????? Shouldn't this be "wondered how can you tell they're new?", as in "they are"????????
    PLEASE! PLEASE! PLEASE! Train the writers on the differences...
     
    Post Reply
    Vote
    Bad stuff?

  2. Does the Zombie ad imply that people who drive Civics are zombies? i.e. not really alive? HMM....
    P.S., a REAL media site would employ a "Copy Editor" whose job it is to catch both grammatical errors as well as to improve clumsy wording and make suggestions on how to improve the piece. For example, our local high school yearbook has a student who serves as Copy Editor so the teacher doesn't have to do all of this work. I guess theCarConnection.com can't afford one.
     
    Post Reply
    Vote
    Bad stuff?

  3. It's hard to tell in the ads that the car is in fact NEW. It looks exactly like the current/old one. Honda designers should have their (they're, there) heads examined. : )
     
    Post Reply
    Vote
    Bad stuff?

  4. The harder Honda tries to harder it fails/falls :-)
     
    Post Reply
    Vote
    Bad stuff?

  5. So, this is what Honda has become... appliances. I say this because even as most Honda ads show (or fail to) it's not about the car anymore.
    Case in point, Hondas have become so mediocre and banal the best they can do is hire an ad agency to employ insipid and irrelevant commercials that speak nothing of product but showcase irrelevant crap with zero value for everyone except the ad agency.
    There was a time when cars were worth driving, owning and lusting after. Now most companies (with rare exception) make and market vehicles with difference.
    Honda, stop insulting us and wasting money on crap ads and improve your cars. Hyundai is eating your lunch! Once Honda built great cars, now... buying a refrigerator has never been so exciting.
     
    Post Reply
    Vote
    Bad stuff?

  6. I lived through the 1980s with terrible American made automobiles. When I bought my first Honda Accord in 1982, I caught hell from people about quality and resale value. I have owned a total of 8 Hondas, and have been very satisfied with all of them; my favorite is the 2008 EX-L Civic. Honda has gone the way GM did (Lazy) 30 years ago with this two bit ugly a** 2012 Civic. The 2012 Civic was a definite step backwards. I took a chance buying a Honda in 1982 and now I plan to take a chance on buying the Hyundai Elantra. I love the looks of the 2011 Elantra…the 2012 Civic styling looks like an old used car to me.
     
    Post Reply
    Vote
    Bad stuff?

  7. People on here seem to be so stuck on grammatical errors that I think they've missed the point. ai wundor if diz iz durivin dem karayzee?
     
    Post Reply
    Vote
    Bad stuff?

 

Have an opinion? Join the conversation!

Advertisement
Try My Showroom
Save cars, write notes, and comparison shop with hi-res photos.
Add your first car
Advertisement
Take Us With You!
   
Related Used Listings
Browse used listings in your area
Advertisement

 
© 2014 The Car Connection. All Rights Reserved. The Car Connection is published by High Gear Media. Stock photography by izmo, Inc. Send us feedback.