Automotive Digital Marketing

Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers

Loading... Be Patient!

2012 Honda Civic "Heritage" Video feat. Dirty Vegas

See 2012 Civic "HERITAGE" at

In recognition of Honda's 9th Generation Civic, Tier10 Marketing has developed a "heritage" video, aimed to create a visual experience that best represents the theme: "One Car. A Million Stories."

The Honda Civic has gained notoriety because of its widespread demographic appeal and longevity. Tier10 celebrates this 9th Generation Civic by creating an integrated viral video campaign that explores the evolution of the Civic.

Tier10 Marketing's Creative Director Scott Rodgers explains, "Personifying the Civic by instilling emotion was objective one. Bringing in a human element accomplishes two things: it promotes a generational feel and connects the Civic with it's far-reaching fan-base. Capturing the Civic's evolution in correlation with the various people featured in the video was key in attaining the correct tone."

The video incorporates vintage commercial footage of the 1978 Honda Civic to present-day models. An edit composed of new and old Civics, with a progressive pace, allows for 20+ years of the Honda Civic to be showcased in 90 seconds.

Shot on a Canon 7D, the video taps into a technology being utilized by the likes of The Jay Leno Show, House, and Saturday Night Live. The choice to use DSLR technology was deliberate, speaking to the Civic's universal, grass-roots appeal. DSLR cameras like Canon's 7D and Nikon's D3s has brought high quality video to the masses at an affordable price.

A collaboration with Grammy award-winning Dirty Vegas brought an important emotional element. The video features the song, "Today," a progressive pop composition. There's a delicate bass beat that builds throughout, ultimately helping the story come through. The song lends a sense of nostalgia, a key element needed for the tone of this short video.

The video's Producer and Editor Joseph Olesh adds, "The video should leave the viewer wanting to see more. My experience producing this video has made me a big fan of the Civic. My hope for the video is one that inspires viewers to investigate the Civic's proud history and even take a test drive of their own."

Honda Civic customers span the spectrum of automotive drivers. They are high school graduates and college students, families with young children, schoolteachers, and environmentalists. The video pays homage to these Civic owners, young and old. See for more i nformation on contests, prizes, and a chance to win a 2012 Honda Civic.

  • Currently 5/5 stars.

Views: 152


Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Comment by Ron Morrison on June 25, 2011 at 12:59am

Automotive Marketing Network and Exchange for Car Dealers, OEM Managers, Advertising and Marketing Practitioners seeking improved results.

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge


Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting & Coaching
Select the maximum amount you want to pay each month
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......


Share the Best Content w/AutoMarketing Community

© 2018   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service