Actor and WWE star John Cena is the new voice of the
Cena makes his debut in a brand campaign from AOR RPA that features the 2021 Passport and Pilot SUVs, and previews the redesigned 2021 Ridgeline pickup.
His voice will be
featured across all marketing creative for Honda cars and light trucks. The automaker has a multiyear contract with Cena, who is “incredibly well-aligned” with the Honda brand, says Ed
Beadle, assistant vice president of Honda integrated marketing.
“He’s tough and strong, well-liked by people of all ages and demographics and very active in the community,”
Beadle tells Marketing Daily. “And he’s a car enthusiast! Moreover, he is incredibly easy to work with and committed to his new role.”
Honda has had other iconic
voiceovers, including actors Burgess Meredith and Jack Lemmon and, most recently, Jason Bateman and Fred Savage.
“Any time you are considering a change to the voice of the Honda brand,
you spend a lot of time on the decision,” Beadle says. “We began with a focus on aligning with the values of the Honda brand and the desire for a strong, confident voice that also reflects
the positive and thoughtful Honda brand image.”
While serving as the voice of the brand is not the same as a spokesperson, Honda wanted to find someone who would be relatable to
Honda’s broad customer base.
“Based on the business strategy for our light truck lineup, we also wanted someone who would represent that ‘rugged’ story
well,” Beadle says.
The effort breaks tonight during the NBA Finals on