The boys from everyone’s favourite boy band since NSYNC have starred in a new ad for the 2016 Honda Civic sedan.
The automakers are calling it the “most ambitious and sporty remake of Civic in its 43-year history” and have tied it in nicely with the release of 1D’s latest album.
The ad opens with the guys driving into a studio before putting the vehicle through a series of tests, with the official tagline, cleverly incorporating 1D lyrics, adding, ‘’Nobody can drag you down, especially when you’re behind the wheel of the sleek new 2016 Civic’.
The ad is part of Honda’s music content program called “Honda Stage,” whose partners include iHeartMedia, Live Nation, Revolt, Vevo and YouTube.
A number of agencies got involved in the making of the ad, including Marketing Factory, which managed the agreement with One Direction; Fulwell 73, which produced the ad; and RPA, which supervised the creative.
Honda also announced a new digital series called “Uncharted: Power of Dreams” that will air on Facebook, Vevo, YouTube, and UPROXX.com and will showcase “undiscovered and emerging artists and the stories behind their musical pursuits as they strive for their dreams”.
The ad, which can’t be viewed on Aussie YouTube, has already been viewed over 100,000 times.