1 year ago
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.
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
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: Rattling Stick
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
EDITORIAL COMPANY: Work Editorial
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
Artist: Tom Poole
EP: Ashley McKim
Producer: Alexandra Lubrano
ONLINE/FINISHING: The Mill
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
AUDIO/FINAL MIX: Lime Studios
Mixer/Engineer: Dave Wagg
EP: Susie Boyajan
Asst Mixer: Kris Huayta
Asst Mixer: Mark Nieto
Asst Mixer: Stephen Fredricks
Categories: Automotive, CarsRPA, 11 months ago