There's nothing like landing a big celebrity for a high-profile advertising campaign to say to the world "Our brand has still got it!" Dodge, for instance, has been getting huge publicity by landing Will Ferrell as Ron Burgundy, to pitch its entire lineup on TV and on YouTube. Honda meanwhile, has reeled in the biggest fish in the 1990s Soft Pop category, the ineffable Michael Bolton. (We're assuming that Kenny G was booked.) We don't see how this can backfire, Honda.

In an effort to promote its annual holiday-season sales event, Honda has tapped the multitalented Bolton – he sings, acts and stares longingly at you from across the room – to dangle himself as a prize for ardent social media users. That's right, for the next few days (November 18 to 22), people that use the hashtag #XOXOBolton on Twitter, Facebook, Instagram or Vine, will be entered to win one-of-a-kind "musical greeting cards" from the now very blond crooner.

Not enough Bolton for you? Don't worry, Honda's got Michael booked for six TV commercials to air throughout the holiday season, too. Scroll down to get lost in Bolton's luxuriant eyes watch the promotional video from Honda.
Show full PR text
Happy Honda Days Campaign Taps Grammy® Award-Winning Michael Bolton to Highlight Year-End Sales Event

11/18/2013

- Integrated holiday-themed campaign stars Michael Bolton on TV and social media
- Unique live social media event on Nov. 22 features Bolton delivering personalized holiday greetings with promoted hashtag #XOXOBolton
- Happy Honda Days campaign includes digital, print and radio

Honda is going over the top this holiday season with a hilarious, tongue-in-cheek multiplatform advertising campaign for the annual Happy Honda Days year-end sales event that features multiple Grammy® Award-winning singer, songwriter Michael Bolton. The integrated campaign launches on TV today and is supported in print, digital and radio advertising. To bring the campaign to life across social media, Honda is hosting a one-day live social media event on Friday, Nov. 22, featuring Bolton responding to posts that use the hashtag #XOXOBolton with personalized messages from the set of a life-size holiday card.

"Michael Bolton's universal appeal and charisma will catapult our holiday campaign beyond the usual automotive sales-event advertising," said Susie Rossick, Senior Manager at American Honda Motor Co., Inc. "Our #XOXOBolton effort allows us to share the joy of the holidays with Honda shoppers, owners and fans and remind them this is the best time to buy."

#XOXOBolton Social Media Event
From Nov. 18 to 22, people will be encouraged to tweet, Facebook, Instagram or Vine a holiday message to a friend, family member or loved one using the recipient's name and hashtag #XOXOBolton. On Friday, Nov. 22, Michael Bolton will deliver the ultimate holiday greetings by incorporating select #XOXOBolton hashtagged messages into one-of-a-kind musical greeting cards-personalized videos that will feature Bolton singing from inside a giant holiday card.

Happy Honda Days Campaign
The Happy Honda Days year-end sales-event campaign features six TV spots starring Bolton belting original, fantastical holiday-themed tunes such as "Snow Is Gonna Blow, Blow, Blow." They will air on network, cable and spot TV in more than 210 markets during "The Amazing Race," "Big Bang Theory," "Duck Dynasty," "Modern Family," "The Voice" and others. The creative extends to high-impact digital display, pre-roll and mobile, national radio and national print such as "People," "Sports Illustrated" and "USA Today."

About Honda
Honda offers a complete lineup of cars and trucks through a network of more than 1,000 dealerships in the United States. In 2013, Honda marks 40 years of the Civic model, with more than 30 years of producing automobiles in the region, which began with the Accord in Marysville, Ohio, in November 1982. Having produced more than 25 million vehicles in North America through 2012 using domestic and globally sourced parts, Honda currently operates 14 major manufacturing facilities in North America, producing a wide range of Honda automobiles, all-terrain vehicles, power equipment products, engines and transmissions.

About Michael Bolton
Michael Bolton has won multiple Grammys® for Best Male Vocalist, sold more than 53 million records, released 9 #1 singles, and received countless other honors throughout his career as a singer, songwriter and humanitarian. He continues to tour the world and has sung with legends like Luciano Pavarotti, BB King, Placido Domingo and Ray Charles. Michael has written songs with icons like Bob Dylan and Lady Gaga, and penned hits recorded by superstars such as Barbra Streisand, Cher, KISS, and Kanye West/Jay-Z. Michael was featured in the Emmy-nominated Saturday Night Live video, "Jack Sparrow," that went on to become a viral sensation racking up over 115 million views to date. He has also been featured in People Magazine "Sexiest Man Alive" issues including 2012. Of all that he has accomplished, perhaps nothing is more important to Bolton than the foundation he founded in 1993, The Michael Bolton Charities which has disbursed over $10million to assist women and children at risk.


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  • 47 Comments
      yang.le
      • 1 Year Ago
      does Michael Bolton wailing his creepy voice relate to helping sell a Honda. I drive a Honda but will change to Toyota if I continue to hear that pitiful singer this whole holiday season. That Marketing Department really needs some creativity. Bad, Bad, Bad commercials.
      Robert Owens
      • 1 Year Ago
      The Michael Bolton , Honda, Christmas comercial give me the creeps. I am not sure if its the half a sleep, slow motion moves of Micheal or the the songs that seem to be out of phase with the action, but it all just is spooky and creepy to me.
      MARE
      • 1 Year Ago
      Stop the Bolton ads! So annoying and so fake! Are you selling honda or Michael Bolton. Both stink!!!!!
      Alice Goocher
      • 1 Year Ago
      I just want to express my dissatisfaction to the Honda Motor Corp. about the recent and numerous Honda holiday car commercials featuring Michael Bolton. They're awful and so-o-o--o annoying! Why would Honda ever hire Bolton to perform in their ads? He's a relic and I don't even think people 35 or younger know who Bolton is. Michael's singing voice is terrible and he has no stage presence either, which was proven several seasons ago when he appeared as a contestant on Dancing with the Stars. He was a big loser with no talent on DWTS then, and he's still one now. Please get rid of Bolton as a spokesman for Honda. Paying Bolton to sing on Honda car commercials is such a waste of money. PLEASE DUMP HIM SOON!
      keyoung08
      • 1 Year Ago
      The Bolton ad campaign is killing my Christmas spirit!!!! Please, Gods of Honda, make it stop.
      mike
      • 1 Year Ago
      michael bolton sings in honda commercial. I think the sound of finger nails scratching a blackboard sounds better. Was michael mcdonald unavailable? maybe joe cocker?
      Karen
      • 1 Year Ago
      I am so tired of hearing Michael Bolton's holiday songs. And I am so sorry to hear we have to listen to him throughout the season. I think it is the worse commercial in a long time. And, it continues to play! I will never even consider looking at a Honda car. I agree the marketing department for Honda really needs help. What in the world were they thinking when they hired MB. Maybe they got a discount with so many ads featuring him. A lot of us were tired of the ads after the first few days! I do change the channel when he comes on the TV.
      TsarBomba
      • 1 Year Ago
      WOW, that is BOLD hipster!
      KathyP
      • 1 Year Ago
      please make it stop! This is screeching not singing. Certainly does not make me want a Honda.
      Lori A Gargone
      • 1 Year Ago
      can someone tell me what he is trying to sing. i get winter wonderland snow is gonna blow... but the rest of it is a blurb to me...
      Commercial Media Sno
      > There's nothing like landing a big celebrity for a high-profile advertising campaign... So why didn't Honda land one? I don't get the point of hiring a has-been for your product. Says your brand is a has-been too. Were the Captain and Tenniile not available?
      • 1 Year Ago
      [blocked]
        dovegraybird
        • 1 Year Ago
        I agree, that said you know Bolton got a big check for it, so he's gonna have some Happy Holiday's
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