Honda shows how one man's life touches all in this eye-opening ad
Car's feature prevents devastation for many in RPA spot directed by Ringan Ledwidge
Editor's Pick
Honda's latest car safety campaign depicts the ripple effect of a collision, and how a crash doesn't just affect the victim, but a host of other people.
Created out of RPA and directed by Rattling Stick's Ringan Ledwidge, the spot centers on "Mark," a guy whose presence has a positive effect on many lives around him. As we see Mark about to cross a street, we hear from his wife, who says he's the "best husband and father you could ask for," as well his sister, his best friend, his nephew, boss and others, who all bear witness to what a great guy he is and what he does for them. At this point we see a Mark about to collide with a car—suggesting a loss that's about to ruin the lives of the many we just heard from.
But ultimately, the spot shows the Honda vehicle breaking sharply as it approaches Mark on the pedestrian crossing, demonstrating the brand's Collision Mitigating Braking System and how it can not just save his life, but spare others from tremendous heartache.
Additionally, Honda will roll out a safety-focused social media campaign next month that features actual Honda customers who have benefited from its safety technologies. The stories were taken from customers’ social media posts and letters Honda has received from thankful customers.
The ad is also a reminder of how far automotive safety features have come in the last decade. Remember VW's "Safe Happens" campaign from CPB, which shockingly showcased the importance of airbags?
Credits
- Date
- Sep 23, 2019
- Client :
- Honda
- Agency :
- RPA
- Sr. Manager Honda Marketing :
- Ed Beadle
- Honda National Advertising & Multicultural Marketing :
- Meliza Humphrey
- Manager Interim Assistant Manager Honda National Advertising :
- Michelle O’Hea
- Sr. Marketing Analyst Multicultural Marketing :
- Monique Soto
- Agency :
- RPA
- EVP / Chief Creative Officer :
- Joe Baratelli
- SVP/ Chief Creative Development :
- Jason Sperling
- Creative Director :
- Mike Van Linda
- Creative Director :
- Fabiano de Queiroz
- Associate Creative Director :
- David Fredette
- Associate Creative Director :
- Ricardo Gurgel
- EVP / Chief Production Officer :
- Gary Paticoff
- SVP / Director Video Production :
- Isadora Chesler
- Senior Producer :
- Faye Armstrong
- Video Production Coordinator :
- Tina Riccio
- EVP / Chief Client Officer :
- Brett Bender
- SVP / Group Account Director :
- Adam Blankenship
- VP / Management Supervisor :
- Jacob Gentry
- Account Supervisor :
- Christina Contreras
- Account Executive :
- Claire Penhorwood
- VP / Director, Business Affairs :
- Maria Del'Homme
- Senior Business Affairs Manager :
- Marlys Pulos
- Product Information Manager :
- Marco Fantone
- Production Company :
- Rattling Stick
- Director :
- Ringan Ledwidge
- Director of Photography :
- Adam Arkapaw
- Partner / EP :
- Joe Biggins
- Executive Producer :
- Jeff Shupe
- Head of Production :
- Richard McIntosh
- Special Projects :
- Sean Curtis
- Controller :
- Christine Berentsen
- Line Producer :
- Joey Zadwarny
- Production Designer :
- KK Barrett
- Casting :
- Sara Stanton
- Costume Designer :
- Nancy Steiner
- Editorial Company :
- Work
- Editor :
- Rich Orrick
- Executive Producer :
- Marlo Baird
- Producer :
- Brandee Probasco
- Asst. Editor :
- Leah Turner
- Asst. Editor :
- Theo Mercado
- Music :
- Soundtree Music
- Composer :
- Peter Raeburn
- Producer :
- Jay James
- Telecine :
- Company3
- Artist :
- Tom Poole
- Executive Producer :
- Ashley McKim
- Producer :
- Alexandra Lubrano
- Online/Finishing :
- The Mill
- Creative Director :
- John Shirley
- Shoot Supervisor :
- John Shirley
- Shoot Supervisor :
- Gareth Parr
- 2D Lead Artist :
- John Shirley
- 2D Lead Artist :
- Tim Crabtree
- 2D Artist :
- Brett Lopinsky
- 2D Artist :
- Patrick Dirks
- 2D Artist :
- Yukiko Ishiwata
- Matte Painting :
- Gillian George
- Additional :
- Michael Lori
- Executive Producer :
- Pete King
- Producer :
- Dan Love
- Production Coordinator :
- Justin Rhee
- Audio/Final Mix :
- Lime Studios
- Mixer/Engineer :
- Dave Wagg
- Executive Producer :
- Susie Boyajan
- Asst Mixer :
- Kris Huayta
- Asst Mixer :
- Mark Nieto
- Asst Mixer :
- Stephen Fredricks
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