Bruce WIllis gets Honda's safety #hugfest started

Bruce Willis went in for a hug during Sunday's Super Bowl XLVIII.
Posted By Gabrielle Levy  |  Feb. 3, 2014 at 9:44 AM
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EAST RUTHERFORD, N.J., Feb. 3 (UPI) -- The most talked about safety at Sunday night's Super Bowl was undoubtedly the one that started off the game, helping the Seattle Seahawks to the quickest score in the game's history.

But the second-most discussed was probably Honda's driving safety ratings, touted by a nostalgic Bruce Willis getting a long, bordering on awkward hug from Fred Armisen.

"You're probably expecting me to crash a car or blow something up," the Die Hard star said, accompanied by soft piano music.

"Look around you. Who do you see? Friends, family, neighbors, all your loved ones. Everyone you care about. And here's what I want you to do. I want you to give each and every one of them a hug. I'll wait," he said, as the camera panned out to reveal Armisen.

"Those people you just hugged? They're real. They're not crash test dummies, they're not engineering data, and their safety matters just as much to Honda as it does to you."

Honda's U.S. Senior Vice President Mike Accavitti said the ad was intended to "zig, when [other carmakers] were zagging" in their Super Bowl spot.

“While we are in fact a leader in safety, the public doesn’t always recognize that,” Accavitti said. The ad was meant to “communicate our leadership and begin to move the needle on that safety image."

Honda, which leads the industry with four IIHS Top Safety Pick+ vehicles, the 4-door Civic, the Odyssey, and the Accord 2- and 4-doors, and one Top Safety Pick car, the 2-door Civic, will continue its #hugfest into Monday by asking people to submit their hugs to the company's official Twitter feed to get Willis' appraisal.

[Bloomberg] [Insurance Institute for Highway Safety]

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Fireworks soar high above the stadium during the National Anthem at the Super Bowl XLVIII at MetLife Stadium in East Rutherford, New Jersey on February 2, 2014. MetLife Stadium hosts the NFL's first outdoor cold weather Super Bowl. UPI/Christopher Szagola
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