Honda: Million Mile Joe

That nickname will help with the ladies.

Published on Oct 26, 2011

Editor's Pick

Joe finally got his million. The conclusion of the Million Mile Joe ad campaign, which was launched by Honda in August, has finally been reached. Maine resident and Honda owner Joe LoCicero took his trusty 1990 Honda Accord to over 1 million miles, the longest that model has ever gone. To honor LoCicero, Honda threw him a surprise parade, complete with floats, a marching band, stilt walkers, an airplane banner, giant signs featuring his blown-up face--as well as a well-deserved award--a brand new 2012 Honda Accord.

Back in August, a local auto group heard about Joe and his amazing car, which he bought in 1996 with 74,000 miles and drove it about 62,000 miles per year. Since then, Honda has been tracking Joe's progress with an ad campaign and website.

If you're in the market for a car, he's planning to sell his old one.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Oct 26, 2011
Rubin Postaer & Associates

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.