Honda Launches Multimedia Campaign to Support New National Hockey League Sponsorship

December 23, 2008

by
RPA

Santa Monica, Calif., Dec. 23, 2008 — 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."

The campaign features new TV spots including "Reliability" (:30 and :15), which debuts during the Bridgestone NHL Winter Classic 2009, and "5 a.m. practice" (:30 and :15), which begins later in January. In addition, three vehicle-specific spots (Ridgeline, Odyssey and Pilot) have been tagged with a 5-second NHL tag. Spots will air on NBC, NHL Network and Versus throughout the regular hockey season and the postseason. Honda will sponsor NBC's "Name that Squirt" segment, referring to junior-age hockey players. This in-game feature encourages game commentators and viewers to identify footage of pro hockey players when they were young.

On 12/31, the "Power Meets Play" print ad will appear in USA Today. Banner ads integrating the campaign creative will run throughout NHL.com.

The NHL and Honda have partnered to benefit the Ronald McDonald House Charities. To aid in transporting families to and from the hospital, Honda will donate an all-new, eight-passenger 2009 Pilot to the Ronald McDonald House in the city of the winning team. For every shot on goal during the Winter Classic, the NHL will contribute $200 toward programs that improve the health and well-being of children.

Creative Director: Joe Baratelli, Pat Mendelson 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

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, La-Z-Boy, Mandalay Bay Resort and Casino, Pharmavite's SOYJOY and PENTAX Imaging Company, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Reily Foods. For more information, visit http://www.rpa.com.