Comedian Nick Thune Punks Millennials As Lyft Driver In A Honda Fit

As described in the press release, Honda’s Fit for You campaign “taps into the resourcefulness of Gen Y-ers and showcases the ability of the Fit to handle whatever life throws at them, including a quirky Lyft driver and Vine celebrities.”

Basically, it’s a bunch of twenty-somethings acting stupid on camera. But, hey, that’s what passes for good marketing these days — at least if it’s targeted toward a certain demographic.

Honda, working with RPA and comedian Nick Thune, has debuted a video series, Brad the Lyft Driver, which features Thune in a Honda Fit with hidden cameras making passengers feel very awkward.

Thune asks passengers for money to buy sodas, screams out the window as some kind of example of “maintaining a good vibe” and takes a call from his “girlfriend” who breaks up with him while a passenger listens in.

It’s all very juvenile, but Honda didn’t stop there. It teamed with four Vine stars; Jordan Burt, KC James, Cody Johns and David Lopez who will create videos featuring the Honda Fit “in their own voice and style.” Which translated from Millennial-speak into English means “people doing stupid things on camera that will get posted on social media and shared by thousands.”

And share they did. A Vine created by Cody Jones which features himself asking his “dad” if he can use the car for date night with his girlfriend only to be told he can’t leave the driveway has been liked 50,000 times and revined 14,500 times.

A Vine created by David Lopez which has a friend cramming all kinds of stuff into the Fit has been liked 30,000 times and revined 8,000 times.

Here’s the Thune video: