New Honda Pilot Commercial Strikes a Familiar Chord

October 12, 2011


Santa Monica, Calif., Oct. 12, 2011 — Honda is launching their redesigned Pilot SUV with a multimedia campaign. RPA, Honda's long-standing agency of record, developed the campaign, which features as its centerpiece a 30-second spot to differentiate the Pilot by bringing attention to the vehicle's smart and stylish utility.

"Road Trip" stars eight family and friends in the roomy Pilot, zooming down a stretch of desert highway. When one of the boys in the third row hits the note of "Crazy Train," the other passengers follow one by one, adding drum beats and sound effects until they're jamming with the full force of the tune. The spot will air during prime network programming such as "Dancing With the Stars," "Big Bang Theory," "The Biggest Loser" and the BCS National Championship.

"The campaign is built to generate awareness of this major vehicle redesign and to continue to differentiate this new, upscale Pilot from the competition," said Tom Peyton, senior manager, national advertising, American Honda Motor Co., Inc. "The advertising demonstrates the Pilot as a capable vehicle with legitimate seating for eight and a newly refined exterior."

"We knew the cast was going to be as integral to the spot as what they were singing. It was important to find actors, especially the kids, with a true love for the song," said RPA CD/Art Nathan Crow who teamed with CD/Copy Adam Lowrey for this campaign.

Aside from running on TV, the spot will appear on Honda's website and on YouTube and in-theater during November, taking advantage of the high-traffic Thanksgiving weekend. The Pilot campaign featured a YouTube home-page takeover in early October. Other online activations include rich media banners and home-page takeovers on Print media, which can be seen in "National Geographic," "Sports Illustrated," "Shape" and other titles, features a striking roasted-plum background and describes everyday adventures that are made better with the refined Pilot.

Creative Credits: Client: American Honda Motor Co., Inc.

TV Pilot "Road Trip" :30, first air: 10/1/2011 Agency: RPA EVP, ECD: Joe Baratelli SVP, GCD: Jason Sperling CD/Art: Nathan Crow CD/Copy: Adam Lowrey Agency Executive Producer: Gary Paticoff Agency Senior Producer: Brian Donnelly Production Co: Imperial Woodpecker Director: Stacy Wall DP: Salvatore Totino Executive Producer: Doug Halbert Line Producer: Jeff McDougal Production Designer: Tony Gasparro Editorial Company: Bikini Edit Editor: Avi Oron Executive Producer: Gina Pagano Telecine Company: MPC Telecine Artist: Mark Gethin Visual Effects Company: Mass Market Lead Flame Artist: Kim Stevenson Visual Effects Executive Producer: Lexi Stern Visual Effects Producer: Blythe Dalton Audio Post Company: Margarita Mix Audio Post Mixer: Nathan DubinPrint "Made Better" print page, first insert 11/2011 Agency: RPA EVP, ECD: Joe Baratelli SVP, GCD: Jason Sperling CD/Art: Nathan Crow CD/Copy: Adam Lowrey Photographer: Douglas Fisher

About Honda Honda began operations in the U.S. in 1959 with the establishment of American Honda Motor Co., Inc., Honda's first overseas subsidiary. As a company devoted to the advancement of human mobility, Honda's innovative research and development efforts during the past decade have yielded such diverse outcomes as humanoid robotics, walking assist devices, HondaJet, fuel cell electric vehicle technology, thin film solar cells, increased rice crop yields and functional nano-materials — in addition to the design and development of automobiles, motorcycles and power equipment products. Based on its belief in the value of technology to address the needs of society, it is Honda's mission to develop products that anticipate and satisfy the evolving needs of its customers while meeting society's demand for cleaner, safer, more efficient and sustainable means of transportation and human mobility.

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About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. 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, California Department of Public Health, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino. For more information, visit