Honda Is Returning to the Super Bowl With a :60 for the Ridgeline Pickup Truck

Spot from RPA comes after a year on the sidelines

Headshot of Tim Nudd

Honda said Friday that it will air a 60-second spot for its Ridgeline pickup truck during Super Bowl 50 in February, returning to the big game after a year away.

The ad, created by ad agency RPA, will air during the third quarter. No details about the creative approach were available.

The 2017 Honda Ridgeline will have its world debut in January at the North American International Auto Show in Detroit.

"The big game is the largest and most coveted stage to show the world that Honda is back in a big way with an all-new Ridgeline truck," Jeff Conrad, svp and general manager of the Honda Automobile Division, said in a statement. "Super Bowl 50 is the right time and the right venue to communicate Honda's continued leadership in light trucks. The multiplatform approach will enable Ridgeline to come out of the gate strong in 2016."

The spot will be Honda's first on the Super Bowl since 2014's "Hugfest," promoting Honda safety. Among the brand's other well-known Super Bowl ads is the Ferris Bueller commercial, which aired on the 2012 game. 

@nudd Tim Nudd is a former creative editor of Adweek.