Juan José Quintana from Orcí Advertising: The new Honda campaign seeks to position the brand as a manufacturer of other products

Juan José Quintana, SVP and Executive Creative director from Orcí Advertising, spoke with PRODU about the most recent campaign for Honda, titled De Nuestra Familia a la Tuya, that aims to promote the great spring sale. “It´s frequent to hear people say that the kitchen is the family home´s hearts. However, in this campaign we moved the heart to the garage.”After more than 25 years of advertising in the Hispanic market, Honda has become one of the best known brands and has an excellent reputation, but the audience only perceives this brand as a vehicle manufacturer, explained Quintana. “The aim of this campaign is to promote spring offers for Civic, Accord, CR-V and Odyssey vehicles, as well as to position Honda as a manufacturer of many other products like motorcycles, lawn mowers, boat engines, etc., enabling people to build the garage of their dreams” he pointed out.The executive rated Honda as a magnificent client which Orcí has had a relationship with for more than 25 years. “We were the ones who launched the brand in this market in 1989 and since then the relationship has been excellent, productive and very effective.”The campaign was directed by Jorge Colón de Letca Films and its about the life of the González family. It will have its debut on March 14th through TV, radio, digital and social media spots.