Creativity

Trophies Spring to Life in Whimsical Ad for Honda's 10th-Generation Accord

By Ann-Christine Diaz. Published on Nov 02, 2017

Editor's Pick

To promote the 10th generation of the Accord, Honda gets charming in a whimsical new ad from RPA and the brand's go-to directors, Smith & Foulkes of Nexus.

The new spot opens on a plaque that reads "Better Is a Never-Ending Quest," then pans upward to a bronze figure of a bowler atop a trophy, his ball lifted and ready to go. He breaks free from his frozen pose, announcing, "There's a danger to success" and the camera then moves on to other figurines--a soccer player, a fisherman, an angel, motocross athletes--who all proceed to opine on the risks of being at the top:

"It can bring out your best, or lull you into complacency .. If you think you've done your best, aim higher. You can always be faster, or smarter, or stronger," or, "more perspicacious," says a spelling bee girl."

Entitled "Trophy City," it's a charming way to highlight the Accord's reputation and the 10th generation model's new features without the annoying bluster.

The trophy idea was a "super-relatable way to represent success, across a wide range of competitive areas," explains RPA SVP Chief of Creative Development Jason Sperling. "We've all won one of these. Some of us for the one year we played soccer to appease our parents. Some of us for years and years until we ran out of shelf space. But the most determined of us never let a win stop us from repeating next time, or doing better, or looking back."

"We've been working off this theme of striving to achieve greatness and dreaming bigger for a while now," Sperling says. The idea has played out in previous ads, including Honda's Super Bowl yearbook spot depicting celebrities like Steve Carrell, Viola Davis and Tina Fey before they were big names.

Going forward, Sperling says the campaign will use the CGI and technology used to develop the trophy characters for a hyper-targeted media campaign that will allow consumers to nominate their friends and send them customized trophy videos.

The new film is just the latest in animation pros Smith & Foulkes' portfolio of charming Honda work, which includes the Cannes Lions Grand Prix-winning "Grrr," and other unusual ads from RPA to promote the HR-V Crossover.

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About

Credits

Date
Nov 02, 2017
Agency:
RPA
Client:
Honda
Director:
Smith & Foulkes
Production Company:
Nexus
Assistant Vice President, Honda Automotive Marketing:
Susie Rossick
National Manager, Honda Advertising:
Alicia Jones
EVP, Chief Creative Officer:
Joe Baratelli
SVP, Chief, Creative Development:
Jason Sperling
VP, Creative Director:
Chuck Blackwell
VP, Creative Director:
Ken Pappanduros
EVP, Chief Production Officer:
Gary Paticoff
VP, Director of Video Production:
Isadora Chesler
Producer:
Angela Pascal
VP, Director of Business Affairs:
Maria Del Homme
EVP, Chief Client Officer:
Brett Bender
SVP, Group Account Director:
Adam Blankenship
VP, Management Supervisor:
Cathy O'Gorman
Account Supervisor:
Teresa Christovich
Account Executive:
Nicole Hansen
Executive Producer:
Tracey Cooper
CG Supervisor:
Cesar Eiji Nunes
Art Director:
Cesar Eiji Nunes
Concept Artist:
Callum Strachan
Storyboard & Designs:
Russell Hossain
Design:
Seb Antoniou
Design:
Florian Caspar
Rigging Artist:
Lisa Bouët
3D Animator:
Dominic Griffiths
3D Animator:
Benjamin Tron
3D Generalist:
Eder de Souza
3D Generalist:
Ackeem Durrant
Production Manager:
Maïwenn Le Borgne
Production Manager:
Derek Wlash
Editor:
Dave Slade
VFX Studio:
MPC
Creative Director:
Rob Hodgson
Executive Producer:
Karen Anderson
Senior Producer:
Diana De Vries
Coordinator:
Alexander Ramos
Line Producer:
Deepanjali Singh
CG Lead:
Ryan McDougal
CG Lead:
Dave White
CG Lead:
Tim Kafka
CG Lead:
Rune Mansson
CG Lead:
Clement Renaudin
2D Lead:
Toya Drechsler
2D Compositor:
Oliver Caiden
2D Compositor:
David Ince
Animation:
Andrew Price
Animation:
Jacob Patrick
Animation:
Ty Coyle
Animation:
Graeme Revell
Animation:
Jacob Fradkin
Animation:
Dan Wawrzaszek
Animation:
Ambalika Nandy
Animation:
Ankan Sanyal
Animation:
Justin Tirado
Animation:
Parker Sellers
Modeling:
Dana DiGioia
Modeling:
Pascual Rubio Cervera
Modeling:
Rodrigo Carrasco
Modeling:
Joel Durham
Modeling:
Sean Golding
Modeling:
Jared Krichevsky
Modeling:
Anastasios Gionis
Modeling:
Lamarcus Harvey
Modeling:
Bibin Balan
Modeling:
Ullas Thunga
Modeling:
Anbarasu E
Modeling:
Prakash Vaira
Lighting:
Matt Bell
Lighting:
Dennys Herman
Lighting:
Chris Bernier
Lighting:
Francisco Fraga
Lighting:
Roberto Maki
Lighting:
Tiago Dias
Lighting:
Jared Broddle
Lighting:
Tim Kafka
Lighting:
Rune Mansson
Lighting:
Clement Renaudin
Lighting:
Kyung Park
Rigging:
Lyndsey Horton
Rigging:
Meghan Sesnie
Rigging:
Wesley Schneider
Rigging:
George Saavedra
Rigging:
Koki Nozawa
Rigging:
Debalina Dasgupta
Rigging:
Subbaiah
Digital Matte Painting:
Thom Price
Digital Matte Painting:
Sue Jang
Colorist:
Kristopher Smale
Color Producer:
Rebecca Boorsma
Music:
Jeremy Turner
Composer:
Jeremy Turner
Executive Producer:
Sarah Phelps
Producer:
Owen O'Neill
Sound Design:
Factory
Executive Producer:
Lou Allen
Sound design by:
Anthony Moore
Sound design by:
Jack Hallett
Mix:
Lime Studios
Re-Recording Mixer:
Dave Wagg
Assistant Re-Recording Mixer:
Adam Primack
Executive Producer:
Susie Boyajan

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