Honda's Mesmerizing Stop-Motion Ad Brings a Whole New Vibe to the Trucks Category

Pes Returns to Direct Ridgeline Spot Debuting During Olympics Kicks Off Big Campaign

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Honda has reunited with stop-motion artist Pes for an ad that kicks off a big new campaign for its 2017 Ridgeline pickup.

A TV ad debuting Friday during the opening ceremony of the Olympic Games uses stop-motion filming in an attempt to portray the versatility and utility of the truck, which hit the market in late June. The ad shows six Honda Ridgeline trucks hauling materials to construct what appear to be five distinct construction projects, including a playground, a garden and a motorcycle racing track. But as the camera pans out, the scenes come together to spell out "Honda" as a voiceover declares, "If you can dream it, you can do it."

Pes, whose full name is Adam Pesapane, last worked with Honda for a spot called "Paper" that debuted in September and weaved together roughly 3,000 hand-drawn illustrations using stop-motion filming that took viewers through a paper-flipping, historical journey of Honda products. The ad was added to the permanent collection at The Museum of Modern Art via the Association of Independent Commercial Producers awards. Pes earlier gained notoriety with playful object-based, stop-motion film shorts including "Western Spaghetti," and "Fresh Guacamole."

The new Honda spot is called "The Power of Ridgeline." The creative agency on the spot is RPA and the production company is Reset, with Mr. Pesapane serving as the director.

"We really wanted something that stood apart from traditional truck advertising that you see on television because it's Honda and we like to do things a little bit differently," said Susie Rossick, assistant VP-marketing at American Honda Motor Co. So "we decided to take this turn and show all the different things that you can do with a Ridgeline -- not just the typical throwing lumber in the back and then going off to a construction site."

Honda first teased the pickup with a Super Bowl ad that featured a flock of sheep singing Queen's "Somebody to Love." The spot highlighted the Ridgeline's truck-bed audio system that allows for music to be play outside the truck.

Read more about the strategy over at AdAge.com.

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About

Credits
Date
Aug 02, 2016
Agency:
RPA
Client:
Honda
Executive Vice President, Chief Creative Officer:
Joe Baratelli
SVP, Exec. Creative Director:
Jason Sperling
Creative Director:
Sarah May Bates
Creative Director:
Rahul Panchal
Senior Art Director:
Suzie Yeranosyan
Copywriter:
Ramiro Ramirez
SVP, Chief Production Officer:
Gary Paticoff
VP, Executive Producer:
Isadora Chesler
Producer:
Joshua Herbstman
VP, Director of Business Affairs:
Maria Del'Homme
EVP, Management Account Director:
Brett Bender
VP, Group Account Director:
Adam Blankenship
VP, Management Supervisor:
Cathy O'Gorman
Management Supervisor:
Jacob Gentry
Account Executive:
Chris Varela
Product Information Manager:
Marco Fantone
Production Company:
Reset
Director:
PES
Managing Director:
Dave Morrison
Executive Producer:
Jeff McDougall
Executive Producer:
Jen Beitler
Bidding Producer:
Jen Beitler
Line Producer:
Greg Schultz
Director of Photography:
Eric Adkins
Production Designer:
Damon Fortier
Assistant Art Director:
Josh McQueen
Animation Supervisor:
Josh McQueen
Animation Supervisor:
Eileen Kohlhepp
Animator:
David Braun
Animator:
Javan Ivey
Animator:
Brandon Lake
Animator:
Dillon Markey
Animation Assistant:
Ponch "Chino" Arellano
Dragonframe Operator:
Calvin Frederick
Dragonframe Operator:
Matthew Philip Hazelrig
VTR:
Andrew Rozendal
Wardrobe:
Chris Araujo
Editorial:
Union Editorial
Editor:
Jim Haygood
Assistant Editor:
Ramon DeSouza
President / Managing Partner:
Michael Raimondi
Executive Producer:
Joe Ross
VFX Studio:
A52
VFX Supervisor:
Andy Barrios
Lead Flame Artist:
Andy Barrios
Flame Support:
Andy Davis
CG Supervisor:
Adam Newman
CG Supervisor:
Andrew Romatz
CG Support:
Andy Wilkoff
CG Support:
Ken Bishop
CG Support:
Jon Balcome
CG Support:
Wendy Klein
CG Support:
Richard Daniels
CG Support:
Junyoung Kim
CG Support:
Caleb Ollivant
CG Support:
Lindsey Butterworth
CG Support:
Abel Salazar
CG Support:
Josh Dyer
CG Support:
Michael Relth
Previs Supervisor:
Dan Gutierrez
Previs Editor:
Gladys Bernadac
Color:
Paul Yacono
Executive Producer:
Patrick Nugent
Head of Production:
Kim Christensen
Producer:
Zach Wakefield
Color Producer:
Jenny Bright
Audio/Mix:
Lime Studios
Mixer Engineer:
Dave Wagg
Assistant Mixer:
Adam Primack
Executive Producer:
Susie Boyajan
Sound Design:
Factory
Sound Designer:
Jon Clarke
Audio Producer:
Lou Allen

See more credits

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