Dogs have worked well before for Honda in ads for the Ridgeline truck -- its Super Bowl spot this year featured a flock singing sheep and a sheepdog. The brand returns to the canine theme in its latest campaign through RPA, with the poignant story of a Ridgeline owner who finds a stray dog on the sidewalk as he's driving along.
Our hero lovingly cares for the pup, using his Ridgeline to take it out for walks and transport the equipment to build it a kennel. Eventually, though, it's used to return the doggy to its grateful owners. The spot ends with the dog looking somewhat wistfully at the truck (although we reckon there could be a sequel...he's a single guy and the dog's real owners are a good-looking Mom and daughter, so who knows?)
Chris Stanford of Hey Baby directed the main ad, which, breaking in October, will be preceeded by shorter vignettes running on social media that promote different aspects of the driver/dog story, like the pair listening to 90s music in the truck or taking a trip to the park. According to Honda, the campaign will utilize Facebook audience insights to appeal to segmented groups of consumers, delivering the most relevant piece of creative to the consumer based on his/her affinities. So, whether you like the outdoors, making stuff, 90s music or just dogs in general, hopefully you're in the market for a Ridgeline.