Honda Promotes the Ridgeline With a Poignant Lost Dog Story

Vignettes From Ad Are Designed to Appeal to Different Consumer Segments

By Alexandra Jardine. Published on Sep 07, 2016

Editor's Pick

Dogs have worked well before for Honda in ads for the Ridgeline truck -- its Super Bowl spot this year featured a flock singing sheep and a sheepdog. The brand returns to the canine theme in its latest campaign through RPA, with the poignant story of a Ridgeline owner who finds a stray dog on the sidewalk as he's driving along.

Our hero lovingly cares for the pup, using his Ridgeline to take it out for walks and transport the equipment to build it a kennel. Eventually, though, it's used to return the doggy to its grateful owners. The spot ends with the dog looking somewhat wistfully at the truck (although we reckon there could be a sequel...he's a single guy and the dog's real owners are a good-looking Mom and daughter, so who knows?)

Chris Stanford of Hey Baby directed the main ad, which, breaking in October, will be preceeded by shorter vignettes running on social media that promote different aspects of the driver/dog story, like the pair listening to 90s music in the truck or taking a trip to the park. According to Honda, the campaign will utilize Facebook audience insights to appeal to segmented groups of consumers, delivering the most relevant piece of creative to the consumer based on his/her affinities. So, whether you like the outdoors, making stuff, 90s music or just dogs in general, hopefully you're in the market for a Ridgeline.

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Sep 07, 2016
Joe Baratelli
Jason Sperling
VP Creative Director, Social Media:
J Barbush
Creative Director, Copy:
Sarah May Bates
Creative Director:
Rahul Panchal
Art Director:
Zak Smith
Chrissy Deem
SVP, Chief Production Officer:
Gary Paticoff
VP Executive Producer:
Isadora Chesler
Angela Pascal
Digital Executive Producer:
Linda Kim
Digital Producer:
Connor Gomez
VP Associate Director, Digital Marketing:
Aaron Dodez
Senior Specialist of Digital Content Strategy:
Hartman Wong
Community Manager:
Ariana Thomas
VP Director of Business Affairs:
Maria DelHomme
EVP, Management Account Director:
Brett Bender
VP Group Account Director:
Adam Blankenship
Account Supervisor:
Kaelin McGill
Account Executive:
Nazir Akil
Production Information Manager:
Marco Fantone
Assistant VP Advertising & Marketing Manager:
Susie Rossick
Experiential Marketing Director:
Ernie Kelsey
Assistant Manager of Social Marketing:
Sean Buda
Production Company:
Hey Baby Films
Chris Stanford
Executive Producer:
Johnny Parker
Associate Producer:
Emi Lofgren
Line Producer:
Scott Lane
Director of Photography:
August Thurmer
Editorial/Post FX:
Lost Planet
Kimmy Dube
Post Producer:
Tim Kirkpatrick
Glenn Teel
Black Hole
Lime Studios
Re-Recording Mixer:
Dave Wagg
Assistant Re-Recording Mixer:
Adam Primack
Executive Producer:
Susie Boyajan
Color Company:
Company 3
Billy Gabor
Digital Intermediate Producer:
Soraia Callis

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