George Clooney was spotted on a filming set of what seems to be a TV commercial of the 2009 JDM Honda Odyssey. I am quite curious, why George Clooney? Why Milan?
See, the Odyssey seen here is a JDM "low-rider" version. It is vastly different from the Odyssey sold in USA, which just received a facelift in mid-2008 and is not due for replacement until 2010. The Odyssey sold in North American market have its history traced back to the JDM version LaGreat, which has since been discontinued. Honda's current flagship MPV is the Elyssion Prestige.
While I am no authority in the entertainment business, I highly doubt George Clooney is popular in Japan. Plus, I don't think Japanese commercials use a lot of white men, maybe Eurasians. Which begs the question, for which market is this commercial targetted at? Honda does not sell any MPVs in Europe. MPVs are not that popular over there. My guess is the JDM "low-rider Odyssey's largest export market is probably Australia (I could be wrong). Since the Odyssey is only available in RHD, sales outside Japan / Commonwealth countries is out. The car used in the film set is also a right-hand drive model. So non-UK European markets is unlikely. So why shoot in Italy?
Also, look closely at the photo and you will see Japanese fuel economy rating stickers at the rear windscreen.
So why spend so much to get endorsement from a A-list celebrity on a car that has very limited sales potential? I mean, business logic will tell you that marketing resources should be better spent on higher volume core models that contribute more to the company's bottom line - i.e. Acura range (USA), and more global models like Accords and Civics.
Plus, how does a single guy like George Clooney fit into the image of an Odyssey owner? I don't see the synergy here. What makes Honda thinks that potential Odyssey buyers will identify with Georgie boy? It might get some publicity mileage but how does the money spent equate to additional sales? Wouldn't one of those recent baby-popping A-list celebs make a better choice? Comments welcomed.
Via AutoInCar.
3 comments:
George has done commercials for Fiat in Europe and Toyota in Japan in the past.
It's the 2008 commercial. It's on YouTube. Clooney had been living in Italy for a few months when it was being filmed, so maybe it was a convenience matter? He's done several ads for another Japanese car manufacturer (Toyota).
The commercial is for the domestic (Japan) market. Hollywood actors and entertainers are often used to advertise cars aimed at the middle age male customer. Examples include Rod Stewart and Antonio Banderas for Subaru, and Brad Pitt and (in this case) George Clooney for Honda. The Odyssey is aimed at the middle age male with a family, but wants more style than the average boxy minivan (the JDM Odyssey is actually more a wagon than a van). George Clooney exudes an atmosphere of mature manly competence that appeals to the target customer, so Honda is using his services. He is definitely not popular among females here- more clean cut "youngish" actors like Brad Pitt And Johnny Depp are more their type.
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