Honda : Million Mile Joe Parade

That nickname will help with the ladies.

Published On
Oct 26, 2011

Editor's Pick

Joe finally got his million. The conclusion of the Million Mile Joe ad campaign, which was launched by Honda in August, has finally been reached. Maine resident and Honda owner Joe LoCicero took his trusty 1990 Honda Accord to over 1 million miles, the longest that model has ever gone. To honor LoCicero, Honda threw him a surprise parade, complete with floats, a marching band, stilt walkers, an airplane banner, giant signs featuring his blown-up face--as well as a well-deserved award--a brand new 2012 Honda Accord.

Back in August 2010, a local Honda dealer heard about Joe and his amazing car, which he bought in 1996 with 74,000 miles on it, after which he drove it about 62,000 miles per year. Since then, Honda has been tracking Joe's progress toward the million-mile mark with an ad campaign and website.

If you're in the market for a car, he's planning to sell his old one.


Oct 27, 2011
Client :
Brand :
Agency :
Rubin Postaer & Associates
Executive Creative Director :
Joe Baratelli
Group Creative Director :
Jason Sperling
Associate Creative Director :
J Barbush
Art Director :
Brian Farkas
Copywriter :
Tylynne McCauley
Executive Producer :
Gary Paticoff
Producer :
Mark Tripp
Director :
Mark Tripp
Production Coordinator :
Tracy Chaplin
Producer Assistant :
Faye Armstrong
Editorial Company :
Butcher Edit
Executive Producer :
Rob Van
Editor :
Teddy Gersten
Producer Assistant :
Zac Dych

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