To bring attention to Honda’s unique corporate culture rooted in racing and the manufacturer’s affiliation with IZOD IndyCar®, a campaign and sweepstakes recently began starring world-renowned driver Mario Andretti. Developed by Honda’s long-standing agency, RPA, the work communicates Honda’s racing spirit and the advanced technology and performance found in Honda vehicles.
A TV spot, “Imagine”, features Andretti in a two-seater IndyCar® driving a passenger. The voice-over encourages viewers to visit http://shophonda.com to enter the “Fastest Seat in Sports” sweepstakes to win a ride at the start of an IndyCar® race with Andretti. In the spot, a man is encouraged to envision “winning something really cool,” but his lack of ambition leads him through a variety of increasingly comical scenes like a roomful of half-naked bodybuilders and a chaotic paintball course. The spot uses compelling imagery to convey the ultimate experience—a ride with Andretti.
A 60-second version will first air during the Indy 500, and a 30-second version began airing April 1 to promote the sweepstakes. A behind-the-scenes video showing the making of “Imagine” is on Honda’s YouTube channel. Spots will air through September. The campaign also includes web banners, POP and social media.
The “Fastest Seat in Sports” sweepstakes gives race enthusiasts the opportunity to win a ride in the IZOD IndyCar® two-seater driven by Andretti at one of 12 races for the 2012 IndyCar® season. For the first time, this year’s sweepstakes prizes include rides in the Indy 500 and two international races in Brazil and China.
“Honda is offering race fans one of the most exciting opportunities in all of sports fandom,” said Richard Kent, senior manager, marketing at American Honda Motor Co., Inc. “Look for the specially made 2-seater leading the pack on Sun, May 27 while the field takes the green flag.”
Honda is further reinforcing its high-performance racing programs led by Honda Performance Development with additional integrated creative that communicates Honda’s pride as a partner of the IZOD IndyCar® Series. Assets will run on TV, homepage takeovers, banners on sites such as ESPN, Fox Sports and Sports Illustrated and in print and drive traffic to http://hondaracing.com.
Creative Credits:
Agency: RPA
Spot:
“Imagine” (:60 first air: 5/27/12) (:30 first air: 4/1/12)
EVP, ECD: Joe Baratelli
SVP, GCD: Jason Sperling
AD: Cheston Kwan
Jr. CW: Josh Hill
Agency Executive Producer: Gary Paticoff
Agency Producer: Joshua Herbstman
Production Co: Imperial Woodpecker
Director: Peter Martin
DP: Bill Pope
Executive Producer: Doug Halbert
Line Producer: Adam Cramer
Editorial Company: Union
Editor: Jim Haygood
Assistant Editor: Tyler Nelson
Executive Producer: Michael Raimondi
VFX Company: Resolution
Telecine Company: New Hat
Telecine Artist: Beau Leon
Telecine Producer: Christina Geambazi
Music and Sound Design Company: Beacon St.
Hondaracing.com digital units: launched 5/1/2012
EVP, ECD: Joe Baratelli
SVP, GCD: Jason Sperling
CD: Curt Johnson
AD: Sarah Romanoff
AD: Rajat Gupta
CW: Dan Hawes
CW: Tylynne McCauley
Video producer: Joshua Herbstman
Camera/editor: Derrick Hausen
Flash artist: Chris Gomez
Flash artist: Richard Mulvihill
Hondaracing.com print
“The Car Goes 225 mph”: first insert May 2012
“For our engineers, this year’s Indy 500 started
12 months ago.”: first insert May 2012
EVP, ECD: Joe Baratelli
SVP, GCD: Jason Sperling
CD: Curt Johnson
AD: Curt Johnson
CW: Tylynne McCauley
Photographer: Kevin Necessary, Michael Levitt
About RPA:
RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA’s client list includes American Honda, both the Honda and Acura brands, ampm, ARCO, Castrol, California Department of Public Health, Intuit Small Business, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino. For more information, visit http://www.rpa.com.
About Honda
Honda offers a diverse lineup of 12 cars and trucks that include the mid-sized Accord, compact Civic, CR-V crossover SUV and Odyssey minivan. Honda also offers a wide range of fuel-efficient and low-emission vehicles that include the Insight hybrid, Civic GX (compressed natural gas-powered vehicle), Civic Hybrid, CR-Z (sport hybrid coupe) and FCX Clarity (fuel cell-electric vehicle). Honda began operations in the U.S. in 1959 with the establishment of American Honda Motor Co., Inc., Honda’s first overseas subsidiary. Honda began U.S. production of motorcycles in 1979 and automobiles in 1982.
Connect with Honda:
Media Newsroom (for journalists): www.hondanews.com
For consumers: http://automobiles.honda.com
YouTube: www.youtube.com/honda
Flickr: www.flickr.com/hondanews
Twitter: www.twitter.com/honda
Facebook: http://www.facebook.com/Honda
Pinterest: http://pinterest.com/honda/
On Google+
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