Honda's ad campaigns from the 60's (Part 1)

Rizingson

Rizingson

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HONDA MOTORCYCLE AD CAMPAIGNS OF THE '60S (Part 1)
About 7 years ago I did a write-up of Japanese Motorcycle advertising campaigns featuring 6 different marques. It had 18 parts to it. This is part 1 of the Honda brand. l wrote about the ad's of the '60s, I'm going back to when Japanese Motorcycle ad campaigns all began. American Honda first started printing ads in late 1959, but no tag lines were associated with these early print ads. In 1961, which was Honda's first year of sustained U.S. advertising, its ad budget was $240,000. These ads would mostly show well-dressed people riding their small motorbikes. And so with sales really starting to expand in the US and world wide, ads from American Honda from 1961 began to feature the tag line "World's Largest Motorcycle Manufacturer" just below the large HONDA. It would also be changed again slightly in '63 to "World's biggest seller!". But when ad agency, Gumpertz, Bentley & Dolan was dropped in favor of Grey Advertising later in 1963, the most famous Honda slogan, "You Meet the Nicest People on a Honda", was born. The result was the longest-running and most well-known ad campaign in US motorcycle history. A phrase used for nearly 12 years, although for the most part it was only a small tag line after 1965.

Here's the first ad, which was responsible for changing Americans perception of two-wheel transportation.
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Many of the the early full page color ads would continue having sharply dressed couples out for a casual ride, often with the passenger riding side saddle. This ad featuring a C102 shows a fashionable couple that has climbed the social later, enjoying a polo match.
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Here we have a sporty couple on the new C200 (Honda 90) out for a day of sports car racing.
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Another couple spending a carefree day at the shipyard. While it was surely a sportier step up from the C100 & C102's, this little C110 would have been really buzzing at 50 mph.
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Who'd have thought that the ladies could have their own ride back in the early '60s! Out for a ride on their C102's, this couple in sporty casual wear (of course no helmets yet) are cruising together.
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Possibly the same couple out on a their Trail 55's (C105T's) showing off their snow riding skills at the ski resort!
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Third gear, hang on tight....
The Honda C100 was simply about having fun while being frugal, at least for the American market.
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In the early to mid 60's, if you owned a little Honda, picking up girls was as easy as shooting fish in a barrel, everyone wanted a ride and was sure that you were one of the nice guys. Even riding a C100, this guy is the envy all those guys waiting for the bus at school.
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Dressed in the style of the times, this guy riding a C200 with his girlfriend on a C100 look happy to be riding their technically advanced, economical and durable Honda's. Inset picture is a CB72 Hawk, a rare find today.
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Today it's hard to believe that a CB160 was ever considered a mid-sized bike, but it could easily keep up with traffic back then, even riding two-up.
Inset picture shows the old "Push rod" 90 trail bike (CT200), the first trail bike for Honda built for trails from the frame up. Also first to have the "T" for trail, in the VIN.
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"Don't go too fast, Daddy!" . I'm not sure if that's a look of fear on her face or not, but with the lack of safety gear, today that father would probably lose his little girl to Child Protective Services riding his S90 dressed like this.
Inset picture is of a Honda Dream, possibly a CA72.
Well there you have it! I know I didn't come close to showing all the ads with "You meet the nicest people" but most of us probably remember them well anyway. I hope some of you enjoyed my little traipse through the ad campaigns from the 60's. (18 parts total) There are many more memorable slogans that would come from the 70's, so I might get around to posting some of those at a later time.
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Rizingson said:
Well there you have it! I know I didn't come close to showing all the ads with "You meet the nicest people" but most of us probably remember them well anyway. I hope some of you enjoyed my little traipse through the ad campaigns from the 60's. (18 parts total) There are many more memorable slogans that would come from the 70's, so I might get around to posting some of those at a later time.
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I'm a stupid millenial who was not alive at the time. Any more you have I'd love to see them.
 
Maraakate said:
I'm a stupid millenial who was not alive at the time. Any more you have I'd love to see them.
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Here are a few, though not quite the same family ad campaign as above. Honda did their best to capitalize on their GP road racing success too.

Fun Old marketing.

Do not know if this has been shared here before?
www.vintagehondatwins.com www.vintagehondatwins.com
 
It's still an OHV regardless of how the valves are actuated. My mid-60's Honda 50 was pushrod operated. I wonder if any of the early 90cc models were as well?
 
ericfreeman said:
It's still an OHV regardless of how the valves are actuated. My mid-60's Honda 50 was pushrod operated. I wonder if any of the early 90cc models were as well?
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Oh I realize it is an OHV by basic definition, but it's also OHC and the engine is right there obvious in the picture which is what surprised me. Part of my point was, Honda made a big deal of their bikes being OHC back then because most other brands still sold pushrod engines in their bikes. Yes, Honda made pushrod version of the 90 - C200 pushrod equivalent to the S90, CT200 (earlier Trail 90)
 
Fully said:
Here’s a couple I have, probably already shared

View attachment 54796
View attachment 54794
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Cool stuff. I love the nostalgia of print media.

That bottom one is actually a dealer brochure/spec sheet. We used to have binders with those laminated in the shop. Decades worth of these stacked up in storage and it was my job to make th new model years and catalogue the old.

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Now, they’re all relegated to eBay and the occasional salvage find. I’ve got the 450 and a couple of magazine ads from the era in my office.

VHT user @Carnold61 does high quality reprints of the ads from digital content (refreshed for print, of course). I picked one up from him done poster-size that’s really cool. (Apologies for the glare, the lighting this time of day is rough) IMG_2235.jpeg

The simplicity and consistency of Honda’s campaigns back then were pretty genius.
 
Nice to see all those nice brochures and pictures. I did some research on the background of choices in how the images were designed:


There is a significant psychological and strategic difference. In marketing psychology and art theory, this is known as Directional Bias or Spatial Agency Bias. The direction a vehicle "faces" or "moves" subconsciously influences how consumers perceive speed, progress, and power.

1. From left to right:
  • Reading Direction (Left to Right)
  • In Western cultures, because we read from left to right, movements in this same direction feel natural and "logical".

  • Progress and Future: A vehicle facing right is perceived as moving toward the future. This is associated with innovation and forward momentum.
  • Ease and Flow: The viewer experiences less "mental friction" because the eyes follow their natural reading path.
  • Perceived Speed: Research shows that objects moving from left to right are often judged to be faster and more desirable than those moving in the opposite direction.
2. Against the Grain (Right to Left)


A vehicle directed from right to left creates a different psychological stimulus:

  • Resistance and Strength: Because the vehicle is "fighting" the natural reading direction, it suggests power or the ability to overcome obstacles. This is frequently used for off-road vehicles or SUVs to emphasize ruggedness.
  • Reflection and Nostalgia: Movement toward the left is often associated with the past. For vintage motorcycles or classic cars, this orientation can enhance a sense of heritage and history.
  • Braking or Stability: A left-facing vehicle can feel like it is "returning" or coming to a halt rather than setting off on a journey.

And this :

In the 1960s, Honda’s marketing strategy—specifically the legendary
"You meet the nicest people on a Honda" campaign (launched in 1963)—revolutionized vehicle photography by intentionally breaking the traditional rules of speed and direction.
Here is how Honda used directional perception to change the world's view of motorcycles:

1. Breaking the "Outlaw" Stereotype

Before Honda, motorcycle ads typically showed powerful machines roaring from left to right, emphasizing speed, rebellion, and dust.
  • Honda’s Counter-Strategy: To appeal to students, housewives, and businessmen, Honda moved away from the "aggressive" left-to-right movement. Instead, they often showed bikes in a static position or moving at a leisurely pace.

2. Facing Left: The "Approachable" Direction

In many of their iconic 1960s illustrations, Honda depicted the Super Cub or the C100 facing from right to left.
  • Psychological Calm: As established, moving against the reading direction (leftward) creates a visual "braking" effect. It makes the vehicle feel slower, safer, and more manageable.
  • Utility over Velocity: By facing left, the bike was perceived as a tool for "coming home" or "running errands" rather than a machine meant for escaping society at high speeds.

3. The Frontal & Social View

Honda was a pioneer in using head-on or slight three-quarter angles where the rider's face was the primary focus.
  • Humanizing the Machine: The bike was no longer a "beast" speeding away from the viewer. By facing the camera or being angled slightly toward the viewer, the motorcycle became a social invitation.
  • Focus on Cleanliness: These angles highlighted the white leg shields (step-through design), proving that you could ride a Honda without getting your clothes oily—a major selling point for "nice people."

 
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