March 2, 2017
Honda has teamed up with spcaLA in a campaign to help people adopt dogs. The campaign (which runs from March 2 to March 31, 2017) is also aimed at boosting awareness for the 2017 Honda CR-V SUV. According to a Honda press release, the promotion will be primarily on Honda’s Latino-oriented social channels, such as @HondaLatino Twitter, Instagram and Facebook. The campaign incorporates the brand’s belief in “The Power of Dreams,” which has been a key theme throughout the CR-V’s marketing launch. Actor/singer Carlos PenaVega (formerly of the group Big Time Rush) stars in a series of three videos for the campaign. The dogs featured in the videos are pets from the spcaLA that are up for adoption.
Honda’s “CR-V Pet Adoption Drive” follows the CR-V’s “Best Friends” Spanish-language TV spot, which debuted on Fox Deportes during football’s big game in February, marking a first for Honda. The spot focuses on the notion that sometimes a dream means helping others realize theirs. It tells the emotional story of a young boy and his mom adopting a puppy together. Over time the boy and his dog develop a fun and loving relationship and the whole family comes together to train the dog. One day, they receive a call they’ve been expecting. In the final moments of the spot, it is revealed that the months-long training activities have been done so that they could gift the dog to another family as a service dog to help a child with special needs.