Honda Clarity Fuel Cell marketing theme: thinking about tomorrow

Unless you’re a dedicated Fleetwood Mac fan, you may not have recognized the song from the first half of the 60-second ad.

Then the familiar tune kicks in for just long enough to establish the theme—”Thinking About Tomorrow”—with lines that will likely be familiar to many in the target buyer group.

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“It’ll soon be here, better than before … yesterday’s gone, yesterday’s gone.”

Then it fades to the announcer. “Powered by hydrogen molecules,” he intones. “And the only emission is pure water.”

2017 Honda Clarity Fuel Cell

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The ad, according to a Honda press release, was inspired by company’s “Blue Skies for our Children” environmental mission, now more than 40 years old.

It’s one of six ads that represent “the next step in our effort to advance fuel cell vehicles to the mainstream market,” said Steve Center, vice president of Honda’s Environmental Business Development Office.

The five other ads educate interested drivers on the more practical aspects of the Clarity Fuel Cell: its 365-mile EPA range rating, its advanced technology, how a fuel cell works, Honda’s alternative-fuels history, and how to refuel a hydrogen-powered car.

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Center says, carefully, that they demonstrate Honda’s “commitment to growing electrified vehicles into a volume pillar for the Honda brand.”

The Clarity will be produced in three versions, all of them indeed “electrified.” As well as the hydrogen version, there will be a battery-electric model that also has no tailpipe emissions.

The highest-volume Clarity is expected to be the plug-in hybrid model, which will include a gasoline engine. All three versions will be on sale in various markets by the end of this year.

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