"The Super Bowl remains one of the best opportunities to reach a wide television audience in one shot," said John Mendel, senior vice president of American Honda. "Many Super Bowl viewers look forward to the commercials almost as much as the game, and Honda has taken this great opportunity to highlight a couple of its key brand values through fun and creative ads."
Honda, which boasts the highest fleet-wide fuel economy of any major automaker, increased its U.S. sales by three percent last year as consumers looked to smaller, and more fuel efficient vehicles to offset record fuel prices.
Other manufacturers have not announced Super Bowl spots. Last year Ford showed off its Escape Hybrid, and Toyota showcased its Camry Hybrid. In the past, Honda used the Super Bowl to launch the Ridgeline. The Super Bowl is set for Feb. 4 in Miami. A 30-second spot last year cost about $2.5 million.