One Direction are starring in a new TV spot for the 2016 Honda Civic. The release of the commercial coincides with the release of the band’s new album Made In The AM, out tomorrow.
It sees the band take the Civic through a series of tests, ticking off its qualities including ‘Boomin’ System’, ‘Great Curves’, and the fact it ‘Hauls The Gear’ — after the boys manage to fit all their equipment inside it.
Niall Horan is then seen singing to a female crash test dummy before she ticks them and the car off for ‘Serious Style’. The spot, set to the band’s song Drag Me Down, ends with the payoff: “It’s all-new and One Direction approved”.
Watch the new One Direction Honda Civic Commercial
The Honda Civic has been completely redesigned for 2016, with a new optional 174hp 1.5liter turbocharged engine. Only the sedan is currently available, but the coupe, new Civic Type R and the high-performance Si model will be added to the line-up in the coming months.
The 1D commercial is part of moves by the firm to widen its appeal to young buyers. Honda is already the most popular manufacturer among people aged under 35.
Their Honda Stage platform sees the firm sponsor stages at festivals and provide unique content distributed through channels like HeartMedia, Live Nation, REVOLT, Vevo, Woven Digital and YouTube.
In 2016 they will also be starting a new digital series called Uncharted: Power of Dreams, which will showcase undiscovered talent and be shown via Facebook, Vevo, YouTube, and UPROXX.com.