Honda Pilot: Reliability

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Released:	December 2008
Advertiser:	HONDA
Agency:	RPA
Country:	USA
Category:	Cars

Credits:

Advertised brand: American Honda Motor Co., Inc.
Advert title(s): spot, “Reliability” print, “Power Meets Play”
Translation of headline to English:

Whether you’re hauling hardware or hockey gear, the Ridgeline’s powerful 250-horsepower VTEC engine and innovative lockable In-Bed Trunk are up for practicality any challenge. THE RIDGELINE

Honda is the Official Vehicle of the NHL.
Advertising Agency (Name, City, Country): RPA, Santa Monica, California, USA
Agency website: http://www.rpa.com
Creative Director: Joe Baratelli, Pat Mendelson
Art Director: Joe Baratelli
Copywriter: Pat Mendelson
Illustrator: not applicable
Photographer: Toshi Oku
Other additional credits:

Agency Producer: Nick Rogoff
Director of Integrated Production: Gary Paticoff
Production Co: Fools and Horses
Executive Producer: Shelly Townsend
Line Producer: Ed Callaghan
Director: Laurence Thrush
DP: Gary Young
Editorial Company: Spot Welders
Editor: Brad Waskewich
Post Producer: Lisa English
Music Company: Elias Arts
Composer: Jonathan Elias
Sound Design Company: Elias Arts
Sound Designer: John Destefano and Dean Hovey
Visual Effects Company: Sea Level
Visual Effects Director: Chris Noellert
Sound Mix Company: Eleven
Sound Mixer: Jeff Payne
Telecine Company: Company 3
Colorist: Stefan Sonnenfeld
Published/Released (Month, Year): spot, 1/1/09; print 12/31/08



Honda’s new campaign supporting the National Hockey League (NHL) Sponsorship launches Jan. 1 on NBC, coinciding with the Bridgestone NHL Winter Classic™ 2009 in Chicago. The strategy developed by Honda’s longstanding agency of record, RPA, demonstrates Honda’s commitment to the NHL, the company’s appreciation of the sport and the commitment families make in support of the sport. At the same time, the campaign weaves in Honda’s brand values.



“We shot in Winnipeg featuring real kids who play hockey, shown in their real houses with their real parents. The spots feature the Pilot, Ridgeline and Odyssey and lets NHL fans know that Honda truly understands the game of hockey,” said Joe Baratelli, SVP, Creative Director at RPA. “We set out to capture the commitment of the parents and the harsh conditions families endure all over North America to communicate Honda’s reliability and trustworthiness.”