American Honda Motor Co. Inc. will use the Super Bowl to launch its mid-sized pickup.
Tom Peyton, Honda's senior manager of national advertising, calls the Feb. 6 National Football League championship game "the perfect platform to really launch that truck and get it exposed for the first time.
"We have spots in locations that we think are going to give us the best opportunity," Peyton says. "And the NFL continues to be a hot property, so we're very optimistic."
The Ridgeline is Honda's first pickup. It is scheduled to arrive in dealerships in early March. Honda has not revealed pricing.
Honda bought two 30-second spots on Fox. One commercial will air between the first and second quarters, the other in the third quarter.