Honda->ke34 and the new 2017 Ridgeline are ready for Super Bowl 50, the showdown between the Carolina Panthers and Denver Broncos on February 7. During the third quarter, Honda’s new full-minute spot titled “A New Truck to Love” shows the Ridgeline’->ke261s exclusive In-Bed Audio system with the help of singing sheep and a talking dog.

"Great Super Bowl spots are entertaining for the fans while communicating an essential value of the product, and we believe our Honda Ridgeline commercial->ke1469 accomplishes both objectives in dramatic fashion," says Jeff Conrad, senior vice president and general manager of the Honda Automobile Division. "With so many truck->ke1311 buyers passionate about football, the big game is the perfect setting to introduce the all-new Ridgeline, and the distinctive features that make it the ultimate tailgating vehicle."

The In-Bed Audio isn’t the only feature to make an appearance. The Ridgeline’s eight-inch touchscreen infotainment system, the dual-action tailgate, and the in-bed storage trunk are all prominently shown. Honda also shows the Ridgeline doing farm work – something that isn’t normally associated with the unibody pickup.->ke242 While it might have only been hauling a few sheep, some hay, and a few bags of feed, the truck was no less dirty. Perhaps it’s a subliminal gesture to suggest the Ridgeline isn’t a wanna-be truck.

Regardless, the commercial seems to combine humor, fluffy animals, and a timeless song from one of the most recognizable bands to ever hail from England. The Queen song, “Somebody to Love” also somehow suggests the Ridgeline is for those who are unsatisfied with the current crop of mid-size pickups – or at least that’s the message that I gather.

With that, be sure to watch Honda’s new Super Bowl spot with headphones. Those sheep have some killer harmony.

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Why it matters

The Super Bowl has become the Mecca of advertizing thanks to its record-breaking TV viewership. Last year’s game between the Patriots and Seahawks had an average viewership of 114.4 million, breaking every previous television viewership record in existence. With so many folks watching this gives advertisers a wide, wide audience and the chance to catch people who maybe aren’t seeing other forms of advertising. Humor, animals, and memorable songs are all great things to have in a commercial.

We expect to see several other automakers releasing Super Bowl ads in hopes of cashing in on the crowds. Speaking of cash, Super Bowl ads aren’t cheap. Reports are suggesting 30-second spots could exceed $5 million for Super Bowl 50. One-minute commercials would double the bill to $10 million. Talk about an expensive time slot!

2017 Honda Ridgeline

Read our full review on the Honda Ridgeline here.