Creativity

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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Credits

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

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