Experiential campaigns usually involve a product spokesperson at some wine and cheese event, but Honda decided to skip the spokesmodel and instead dig grooves into highway asphalt. The groves in the payment play the William Tell Overture when motorists drive over the stretch of highway, which is what you expect for a Honda Civic campaign or so someone at Honda thought who conceived this breakthrough idea.
Well the Lancaster, CA residents didn't find the idea very compelling as they convinced the county to pave over the stretch. "One says the road music sounds like a high-pitched drone. Another says it keeps him and his wife up at night." Personally, I can't find these so called 'neighbors' when viewing the video and knowing what I know of Lancaster, CA. It's a desert with not a house in sight in the video. Must be quite an echo out there in the vast wasteland of sand and well more sand. more.
