Honda Takes a Cue From 'Pitch Perfect' in Campaign for Summer Clearance Event

Try Not to Hum Along to These Ads

Published On
Jul 18, 2016

Editor's Pick

If you're a fan of "Pitch Perfect," you'll likely start humming to these new spots from Honda promoting the car brand's 2016 Summer Clearance Event. Each ad focuses on a prospective buyer who quickly falls for a Honda vehicle, his or her infatuation illustrated to the extreme with the appearance of a different a capella group singing appropriately lovey pop hits, including Beyonce's "Crazy in Love," Kelly Clarkson's "My Life Would Suck Without You," the Go-Go's "Head Over Heels" and Berlin's "Take My Breath Away."

Funny effects, such as shimmery, moody lighting and blowing hair, highlight the fantasy experiences.

Titled "Now Is the Moment," the campaign begins running today on network and cable broadcast, including on ABC, NBC, CBS, FOX, ESPN, Discovery, CNN, HGTV, as well as online. Additional Hispanic Honda clearance spots will also run on Univision, Telemundo and Fox Deportes. Now if only a soundtrack album were in the works.

The spots were created by RPA and directed by Daniel Warwick out of Reset Content.

Credits

Date
Jul 18, 2016
Brand:
Honda
Client:
Honda
Agency:
RPA
Executive Vice President, Chief Creative Officer:
Joe Baratelli
Senior Vice President/Executive Creative Director:
Jason Sperling
Senior Vice President, Chief Production Officer:
Gary Paticoff
Vice President, Executive Producer:
Isadora Chesler
Associate Creative Director:
Scott McDonald
Copywriter:
Josh Hepburn
Senior Producer:
Fran Wall
Producer Assistant:
Jeanette Howes
Executive Vice President, Management Account Director:
Brett Bender
Senior Vice President, Group Account Director, Honda Regional Marketing:
Fern McCaffrey
Account Director:
Jane LoSasso
Account Executive:
Amber Santos
Assistant Account Executive:
Rachel Singer
Strategic Planning Director:
Todd Gray
Associate Director, Strategic Planning:
Richard Bina
Strategic Planner:
Cody Levine
Production Company:
Reset Content
Director:
Daniel Warwick
Managing Director:
Dave Morrison
Executive Producer:
Jeff McDougall
Executive Producer:
Jen Beitler
Bidding Producer:
Jen Beitler
Head of Production:
Amanda Clune
Producer:
Shada Shariatzadeh
Producer:
Veronica Madrigal
Director, Photography:
Alwin Kuchler
Editorial:
Rock Paper Scissors
Editor:
Mikkel E.G. Nielsen
Assistant Editor:
Alex Liu
Executive Producer:
Helena Lee
Finishing:
ntropic
Creative Director:
Simon Mowbray
Lead Flame Artist:
Simon Mowbray
Colorist:
Marshall Plante
Managing Executive Producer:
Michael Bennet
Executive Producer:
Michelle Hammond
Producer:
Kirsten Collabolletta
Color Producer:
Kevin Miller
Flame Artist:
Renee Tymn
Flame Assistant:
Jerome Knight
Conform:
Jerome Knight
Color Assistant:
Kristy Navarro
Music:
HUM
Executive Producer:
Debbi Landon
Creative Director:
Scott Glenn
Associate Creative Director:
Gabe Sokoloff
Producer:
Caroline O'Sullivan
Choir Director:
Bobbi Page
Vocal Arranger:
Ben Bram
Audio Post:
Lime
Mixer:
Dave Wagg
Assistant Mixer:
Adam Primack
Executive Producer:
Susie Boyajan

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