Honda Suggests Teens Have a 'Designated Texter' in This Parody Rap Video
Social Campaign Is Aimed at Millennials During Distracted Driving Month
Editor's Pick
For "Distracted Driving Month" this April, Honda is suggesting drivers' phones should be handed over to the "Designated Texter" while at the wheel.
According to the brand, millennial drivers report the highest rates of texting (74 percent) and checking social media sites (36 percent) while driving. So, agency RPA created a parody rap video aimed at this age group, designed to be shared on social media. It features a pair of teens (who remind us, somehow, of the lead characters in "Bill and Ted's Excellent Adventure" with a bit of Lonely Island thrown in) rapping about the joys of handing over your phone so your friend can post all your social media updates.
The video, which will be accompanied by a variety of gifs and memes, will be shared and promoted on Honda's social media channels. Bo Mirosseni at Hound directed the film.
"Honda believes it's critically important we continue to educate consumers about safer driving habits, especially with so many young drivers with cell phones behind the wheel," said Ernie Kelsey, senior manager of regional, social and experiential marketing at Honda, in a statement. "Distracted driving is a serious issue, but we hope with this "DT" campaign we'll get the attention of young drivers to address one portion of the issueand make it cooler to hand over your phone to your passenger than to attempt to text or take photos themselves."
Credits
- Date
- Apr 19, 2017
- Brand :
- Honda
- Client :
- Honda
- Agency :
- RPA
- Executive Vice President, Chief Creative Officer :
- Joe Baratelli
- Senior Vice President/Executive Creative Director :
- Jason Sperling
- Creative Director :
- Fabiano de Queiroz
- Creative Director :
- Mike Van Linda
- Art Director :
- Lexi Rodriguez
- Copywriter :
- Megan Leinfelder
- Senior Vice President, Chief Production Officer :
- Gary Paticoff
- Vice President, Executive Producer :
- Isadora Chesler
- Producer :
- Angela Pascal
- Vice President, Executive Digital Producer :
- Linda Kim
- Associate Producer :
- Jackie Fuhrman
- Vice President, Director, Business Affairs :
- Maria Del Homme
- Executive Vice President, Management Account Director :
- Brett Bender
- Vice President, Group Account Director :
- Adam Blankenship
- Account Supervisor :
- Kaelin McGill
- Assistant Account Executive :
- Wynt Curliano
- Senior Specialist of Digital Strategy :
- Tyler Sweeney
- Music :
- Walker Music
- Executive Producer :
- Sara Matarazzo
- Music Supervisor :
- Stephanie Pigott
- Producer Assistant :
- Marissa Hernandez
- Production Company :
- Hound Content
- Director :
- Bo Mirosseni
- Executive Producer :
- Joby Barnhart
- Executive Producer :
- Jamie Miller
- Executive Producer :
- Missy Galandia
- Producer :
- Michelle Larkin
- Production Manager :
- Lauren Solie
- Production Coordinator :
- Anna Dale-Meunier
- Editing Company :
- Rock Paper Scissors
- Editor :
- Zoe Mougin
- Assistant Editor :
- Gladys Bernadac
- Head of Production :
- Shade Shariatzadeh
- Executive Producer :
- Rana Martin
- Managing Director :
- Linda Carlson
- Visual Effects Company :
- A52
- Color :
- Paul Yacono
- Flame Artist :
- Chris Riley
- Flame Artist :
- Gabe Sanchez
- Producer :
- Jenny Bright
- Head of Production :
- Kim Christensen
- Executive Producer :
- Patrick Nugent
- Managing Director :
- Jennifer Sofio Hall
- Lead Community Manager :
- Samantha Hawkins
- Associate Community Manager :
- Taylor Griffin
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