If you watched Super Bowl XLVIII, you may have witnessed movie star Bruce Willis and Portlandia writer and star Fred Armisen have a “hug fest” on national TV. During the ad, Willis asked viewers to hug the people around them in order to convey a simple yet powerful message on behalf of Honda: “The people that matter to you, matter to us.”
That commitment to safety was supported by the results of the International Institute for Highway Safety’s (IIHS’s) most recent crash tests, which found that an industry-leading four new Honda models earned IIHS Top Safety Pick+ awards: the 2014 Honda Accord Coupe, Accord Sedan, Civic Sedan and Odyssey. The 2014 Honda Civic Coupe was also named a Top Safety Pick award winner.
These impressive safety ratings are nothing new for Honda. Since IIHS began handing out Top Safety Pick and Top Safety Pick+ awards, eight separate models have received one of the two designations –once again more than any other automaker.
As for the Willis and Armisen commercial, fans were asked to tweet a photo or Vine of their Super Bowl hug the following day, accompanied by the hashtag #hugfest. Willis then rated the photos and Vines via memes, which were posted to Honda’s official Twitter handle.