Honda Civic: Characters Welcome

There have been nine generations of the Honda Civic. Looking to spice things up, its marketers and agency figured, what better way to showcase how the five new Civic models (Hybrid, Coupe, Sedan, Si, GX) can be personalized than with five memorable drivers — a female ninja, a luchador (Mexican wrestler), a zombie, a monster and an "urban woodsman"?

Recalling USA Network's character-driven marketing and "Characters Welcome" tagline, the Civic characters campaign is a tad more quirky.

The automaker's integrated campaign syncs with the new models' debut at the New York auto show this week. The Civic website plays up the character theme with the tagline "To each their own," and the explanation "We're all different, that's why there are five different Civics," but it's Honda's TV campaign, below, that brings each character to life.

The spots:

Individual characters spots, so far, include "Aiko the ninja" and her Civic Si coupe —

Mitch the zombie, who drives some pals in his 2012 Civic sedan:

and "Jack the woodsman" and his Civic Hybrid —