LOS ANGELES — TV commercials for the redesigned Honda Insight call the car "the hybrid for everyone," emphasizing its low price as well as its fuel efficiency.
The first Insight commercial airs today, March 16. The 2010 Insight is scheduled to go on sale in the United States March 24. American Honda Motor Co. Inc. is pricing the base-model Insight at $20,470, including shipping — more than $2,000 below its chief competitor, the Toyota Prius.
Tom Peyton, senior manager of Honda brand national advertising, told Automotive News he expects the commercials' portrayal of the Insight as "a smart purchase; green and affordable" to resonate in a weak auto market. The ad campaign aims to position the Insight as a mass market vehicle rather than a niche model, he said.
Peyton declined to disclose the advertising budget for the Insight, saying only that it was comparable to spending on previous ad launches for the Honda Accord and Civic. The New York Times estimated the campaign's cost at $50 million to $75 million.
Honda's ad agency, RPA, of Santa Monica, Calif., created the campaign, which also has print, digital, radio, theater, outdoor and event elements.