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Safety Affects Everyone in New Honda Brand Campaign by RPA

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The emotive spots portray a “what if” vehicle-pedestrian collision scenario, and how Honda’s Collision Mitigating Braking System can help

Safety Affects Everyone in New Honda Brand Campaign by RPA

Honda is debuting a brand marketing campaign highlighting the automaker’s deep-rooted and ongoing commitment to safety and the company goal of helping to create a collision-free society. 

"Safety Affects Everyone” campaign created by RPA, produced by Rattling Stick launches today with 60-second and 30-second commercials that portray a “what if” vehicle-pedestrian collision scenario. Through emotional storytelling, the spot illustrates what could happen to the lives touched by a pedestrian had a collision not been avoided by Honda’s Collision Mitigating Braking System, part of the Honda Sensing suite of safety and driver-assistive technology that is now standard or available on every Honda model in the U.S.

“Safety for Everyone” represents Honda’s unique approach to safety — that everyone sharing the road should be able to safely and confidently enjoy the freedom of mobility. With nearly 40,000 lives being lost each year in the United States due to motor vehicle crashes, Honda is dedicated to not only improving the safety of drivers and occupants of its vehicles, but all road users such as pedestrians, motorcycle riders, cyclists and occupants of other vehicles, with the ultimate goal of eliminating crashes and vehicle-related fatalities completely.

“We wanted our new Honda brand campaign to capture the type of real-life scenario that inspires Honda engineers to pour their passion into creating technologies that work toward our ‘Safety for Everyone’ approach of protecting everyone sharing the road,” said Ed Beadle, senior manager of marketing for Honda. “Crash statistics alone simply can’t tell the story of how a single crash can have a significant and lasting effect on family, friends and loved ones of people involved in a collision.”

Directed by award-winning commercial director Ringan Ledwidge, Honda’s “Safety for Everyone” spot will first air during tonight’s ESPN/ABC Friday night college football matchup between the USC Trojans and Utah Utes. The commercial will run on national cable and network television through November 30 and on sports networks through January 2020 during NFL, NHL and NBA games.The commercial leads a multichannel campaign that will also feature creative across Honda’s website and social media through the fall.

In addition, and to further advance its vision for a collision-free society, Honda will roll out a safety-focused social media campaign next month that features actual Honda customers who have benefitted from Honda’s active and passive safety technologies. These inspiring stories are pulled from customers’ social media posts and letters Honda has received from thankful customers.

Honda Sensing helps provide greater awareness of conditions around the vehicle, and in some cases can help drivers maintain lane position and, under certain conditions, is capable of slowing or even stopping the vehicle if a potential frontal collision has been detected. Comprising the Honda Sensing suite of safety and driver assistive technologies are:

• Collision Mitigation Braking System (CMBS) with Forward Collision Warning and Pedestrian Detection – can apply brake pressure when an unavoidable frontal collision is determined.

• Road Departure Mitigation (RDM) – can adjust steering and braking if you cross detected lanes without signaling.

• Adaptive Cruise Control (ACC) – can maintain a set following interval behind detected vehicles as well as maintain a set speed.

• Lane Keeping Assist (LKAS) – can help bring the vehicle back to the center of a detected lane when unindicated lane drift is determined.

• Traffic Sign Recognition (TSR) – can notify drivers of posted speed limits with the use of a small camera.

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CLIENT: American Honda Motors Inc.

Sr. Manager, Honda Marketing: Ed Beadle

Honda National Advertising & Multicultural Marketing: Meliza Humphrey, Manager

Interim Assistant Manager, Honda National Advertising: Michelle O’Hea

Sr. Marketing Analyst, Multicultural Marketing: Monique Soto


Agency: RPA

EVP / Chief Creative Officer: Joe Baratelli

SVP/ Chief Creative Development: Jason Sperling

Creative Director: Mike Van Linda

Creative Director: Fabiano De Queiroz

Associate Creative Director: David Fredette

Associate Creative Director: Ricardo Gurgel

EVP / Chief Production Officer: Gary Paticoff

SVP / Director, Video Production: Isadora Chesler

Senior Producer: Faye Armstrong

Video Production Coordinator: Tina Riccio

EVP / Chief Client Officer: Brett Bender

SVP / Group Account Director: Adam Blankenship

VP / Management Supervisor: Jacob Gentry

Account Supervisor: Christina Contreras

Account Executive: Claire Penhorwood

VP / Director, Business Affairs: Maria Del'Homme

Senior Business Affairs Manager: Marlys Pulos

Product Information Manager: Marco Fantone

Production Company


Director: Ringan Ledwidge

DP: Adam Arkapaw

Partner / EP: Joe Biggins

EP: Jeff Shupe

Head of Production: Richard McIntosh

Special Projects: Sean Curtis

Controller: Christine Berentsen

Line Producer: Joey Zadwarny

Production Designer: KK Barrett

Casting (Petite Casting): Sara Stanton

Costume Designer: Nancy Steiner



Editor: Rich Orrick

EP: Marlo Baird

Producer: Brandee Probasco

Asst. Editor: Leah Turner

Asst. Editor #2: Theo Mercado


MUSIC: Soundtree Music

Composer: Peter Raeburn

Producer: Jay James


TELECINE: Company3

Artist: Tom Poole

EP: Ashley McKim

Producer: Alexandra Lubrano



Creative Director: John Shirley

Shoot Supervisor: John Shirley, Gareth Parr

2D Lead Artist: John Shirley, Tim Crabtree

2D Artist: Brett Lopinsky, Patrick Dirks, Yukiko Ishiwata

Matte Painting: Gillian George

Additional (Tracking): Michael Lori

Executive Producer: Pete King

Producer: Dan Love

Production Coordinator: Justin Rhee



Mixer/Engineer: Dave Wagg

EP: Susie Boyajan

Asst Mixer: Kris Huayta

Asst Mixer: Mark Nieto

Asst Mixer: Stephen Fredricks

Categories: Automotive, Cars

RPA, Fri, 20 Sep 2019 11:41:37 GMT