Ferris Bueller's Day in a Honda CR-V

(photo courtesy of Adweek)

Oh yeah!

Ferris Bueller, the loveable hooky-playing high-school student from the 80s film of the same name, is back in a new TV commercial for the 2012 Honda CR-V. Set to make its broadcast debut during next weekend's Super Bowl, an extended version of the commercial has been released online by Honda.



In the ad, Matthew Broderick, the star of the original film, plays himself - an actor calling into work sick so he can enjoy a beautiful day off. While Ferris Bueller's ride of choice was a Ferrari, Mr. Broderick prefers the new Honda CR-V, complete with a "So Choice" license plate (how he described the Ferrari in the original film). The ad features several other nods to the 80s film, as well: a parade, a soul-searching trip to a museum, and a close call in which Broderick is almost discovered skipping work.

Like the Star Wars VW ads I wrote about last week, this car commercial uses nostalgia and the power of Internet viral videos to sell its product. The CR-V's target audience is young couples and families who want the convenience of an SUV with the style of a smaller vehicle. Generation X-ers (currently in their 30s and early 40s) were the key audience for the original "Ferris Bueller" film, and they are the group most likely to be buying a new car for shuttling kids around town in now. Over the years, "Ferris Bueller" has only increased in popularity, thanks to frequent TV airing of the film and a slew of "special edition" DVD releases. Younger people looking to buy a "starter-SUV" will also be drawn to this commercial, as it shows the CR-V's element of fun in addition to function. This age group is also likely to share the commercial on Facebook, Twitter, or other social media outlets.

Like Ferris Bueller, we all grow up, and while we're no longer in high school, this ad shows there is always room for a little spontaneity and fun!