Bruce Willis Gives Us the Feel-Goods in Honda's 'Hugfest' Super Bowl Spot

Fred Armisen Joins to Promote Automaker's Safety Message

Published on Feb 02, 2014

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Auto advertisers from Chrysler to Kia to Jaguar turned out the big, ambitious productions, but Honda stepped out quietly with this hilarious bare bones spot starring Bruce Willis, created out of RPA and directed by MJZ's Craig Gillespie. In it, he promotes the automaker's commitment to safety and encourages viewers to hug the people around them. A ridiculously funny cameo from comedian Fred Armisen drives the idea home. As part of the effort, a "real time" Bruce Willis will send hugs to players, referees and coaches (presumably, the majority going to the flailing Broncos) via the hashtag #hugfest. Mr. Willis will also rate hugs on the @Honda Twitter handle.

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Feb 02, 2014

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