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

Published On
Sep 23, 2019

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?


Sep 23, 2019
Client :
Agency :
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 :
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 :
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 :
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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