The pinup silhouette on the mud flap of a truck comes alive in this Super Bowl XL commercial from Rubin Postaer and Associates.
She admires the Honda Ridgeline pickup on the opposite mud flap, then finds a fellow road warrior at the wheel: Yosemite Sam.
“Even those who have spent their entire lives around trucks," the voiceover concludes, making sense of the premise and turning it into a pitch, "have never seen a truck like this.”
Honda was a frequent but intermittent Super Bowl advertiser over the years, although consistent as far as RPA went. The marketer and agency returned in 2007 with "Elvis."
Visual effects: A52. Director: A52's Andy Hall. Production company: Pecubu Productions.
Creative director: Joe Baratelli. Agency producer: Julie Dolson. Copywriter: Adam Lowrey. Art director: Chuck Blackwell. Editorial: Rock Paper Scissors.
QUARTER AIRED: Q4