Honda Wants to Cheer up the World for Its Annual Summer Clearance Event

Automaker Launches a Multiplatform Charm Offensive

Published On
Aug 05, 2014

Editor's Pick

The dog days of August can be pretty tough to get through. Every second you're not at the beach or on vacation is too hot, too slow and too dull to bear, making this stretch of summer one where we could all use a pick-me-up. That's the idea behind Honda's Summer #Cheerance campaign. Created out of RPA, the multiplatform assault on the summer doldrums is designed to promote the annual Honda Summer Clearance event.

Over the course of five days (August 4 to August 8), Honda will be sharing more than 20 happiness-inspiring videos like the one here, which features a singing fish, or this one, which stars YouTube megastar Andrew Hales, across a variety of social media. The campaign also includes a branded Pandora station filled with cheerful tunes -- and even better, stand-up comedy delivered in place of commercials. An ambient component will also bring real-life surprises to the everyman, like piñatas popping up in expected locations.

But aside from the cheer, there's a more touching incentive behind all the merry-making. Once the #Cheerance campaign reaches more than three million people, Honda will donate $100,000 to the Pediatric Brain Tumor Foundation. Admit it: you're feeling better already.


Aug 05, 2014
Agency :
Brand :
Client :
Chief Creative Officer :
Joe Baratelli
Executive Creative Director :
Jason Sperling
Chief Production Officer :
Gary Paticoff
Creative Director :
Nik Piscitello
Creative Director :
Aron Fried
Art Director :
Melinda Keough
Art Director :
Michael Jason Enriquez
Art Director :
Craig Nelson
Copywriter :
Kevin Tenglin
Copywriter :
Laura Kelley
Copywriter :
Adam Gothelf
Creative Intern :
Dennis Haynes
Creative Intern :
Megan Leinfelder
Creative Intern :
Sarah Ross
Creative Intern :
Sarah Johnston
Executive Producer :
Isadora Chesler
Producer :
Phung Vo
Director :
Mark Tripp
Vice President, Program Director :
Mark Brezinski
Senior Project Manager :
Linda Shin
Management Account Director :
Brett Bender
Senior Vice President/Group Account Director :
Fern McCaffrey
Social Media :
Joanna Kennedy
Social Media :
Tyler Sweeney
Social Media :
Mike Goldys
Social Media :
Amanda Womack

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