By Tim Smith
I’m not entirely sure who’s responsible for Honda’s ‘States advertising strategy, and, as always, I’m sure they’re just trying to pay the bills, pull that barmaid down that bar where they got a bit too pissed and may have shouted several embarrassing things at the very top of their voice, or something…, but I have absolutely no idea what is going on over there.
Jalopnik got all up in their grill just a couple of days back because of an ill-timed advertising campaign depicting some hip types, or hipsters, as the new totalising phrase calls ‘them’, doing some sort of a protest in Detroit.
Before that we were all treated to a bizarre experience involving another ‘hipster’ doing ‘hipster’ things while hanging around the Fit’s (Jazz’s) plinth at the Detroit Motor Show. Here’s a taste:
Notice the actor seems to be being all ironic about taking a selfie. I have no idea whether he’s extracting urine from Honda or actually trying to make it work.
The caption below his name calls him an ‘Automotive Expert’ but he later seems to think that the Fit/Jazz has two gearbox’s. I know, I know, it’s all in the semantics, but come on. Why not caption him ‘Honda Sales Representative’? And/or get him an editor?
The Jazz has long been the fodder of older demographics in the UK, despite several attempts to suggest otherwise by Honda. I don’t think this is a bad thing, the Jazz is easy to get in and out of, easy to drive and efficient. It is reasonably priced and offers good reliability. If simply getting around is a priority, then it’s one of the best cars in its class.
I’m unsure of the buying demographic of the Jazz/Fit in the ol’ US of A but from this advertising campaign (IT’S FOR YOUNG, HIP TYPES, YES IT IS, IT REALLY IS.) it seems like they might have the same perceived problem.
It is not a problem, Honda. Old people are people too. That is all.