Honda is hoping to score a touchdown as it returns to the crowded line-up of advertisers planning to participate in Super Bowl 50, its spot focusing on the launch of the revived Honda Ridgeline pickup.
The second-generation Ridgeline will make its official debut at the Detroit Auto Show on January 11th, landing at a seemingly perfect time for the Japanese maker. Truck sales, in general, dominated the sales charts in 2015, and after years of decline, demand for mid-size models has shown a sudden resurgence.
Buying a 60-second spot won’t come cheap, with an estimated price of $4 million or more, according to ad industry insiders. But Honda division chief Jeff Conrad insists it will be worth it. “The big game is the largest and most coveted stage to show the world that Honda is back in a big way with an all-new Ridgeline truck,” he said.