Looking to hook the smartphone generation, Honda is taking a different route. Lining up "America's Got Talent" host Nick Cannon, the Japanese automaker will debut a new ad campaign for its redesigned Civic sedan during the August 11 broadcast of "Talent."
"In the entertainment business, much like the auto industry, there is always pressure to adopt the latest trends," Cannon said in a statement.
"I've built my career by staying true to myself and my personal beliefs, and it's the same commitment that I saw in Honda and their development of the 2013 Civic that drew me to this project."
The campaign focuses on individuals working toward their goals, whether playing the violin, shooting hoops, or completing math problems. Beyond the ad's "America's Got Talent" debut, Honda will push the campaign on social media, inviting users to share how they plan to push themselves and achieve their goals.
The 2013 Honda Civic builds on a 2012 model refresh, adding air conditioning, USB, Bluetooth, and a backup camera as standard features. The 2013 sedan model starts at $18,165, with the Si Coupe model featured in the ad campaign starting at $22,515.
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