"A New Truck to Love"
The 2017 Honda Ridgeline was one of the stars of the North American International Auto Show so it comes as little surprise that the company is using its Super Bowl spot to help promote the redesigned truck.
Dubbed "A New Truck to Love," the 60 second commercial highlights the Ridgeline's unique truck-bed audio system which uses six exciters to play music outside the vehicle.
In this particular spot, a rancher uses the truck to drop off sheep that happen to learn and sing Queen's "Somebody to Love." The ad will be shown in the third quarter and Honda says the company studied the movement of sheep's mouths to determine how their facial muscles might react while singing.
As part of the Super Bowl promotion, Honda will launch a contest that will reward ten winners with a trip to "Camp Ridgeline." The winners will be flown to San Antonio, Texas where they and a guest will drive the new Ridgeline and enjoy a two-night stay in a local hotel.
The commercial is mediocre but Honda Senior Vice President Jeff Conrad notes "Great Super Bowl spots are entertaining for the fans while communicating an essential value of the product, and we believe our Honda Ridgeline commercial accomplishes both objectives in dramatic fashion."