Santa Monica, Calif., Nov. 14, 2011 — Today Honda's integrated, national "Happy Honda Days" campaign returns, this time with Honda spokesman Patrick Warburton as the lighthearted voice of holiday savings. Developed by Honda's long-standing agency of record, RPA, the sales event's campaign emphasizes the incredible holiday savings and incentives Honda is offering on a wide selection of models across nine TV spots and a robust online campaign.
The "Happy Honda Days" campaign follows the extensive "Good Reasons" campaign, also starring Warburton, which aired earlier this year and emphasized the high quality of the automaker's full line of vehicles.
"Patrick is the perfect voice to continue Honda's no-nonsense dialogue about all the good reasons to buy a Honda, with the best reason of all being the outstanding prices," said Jenny Howell, manager of Honda Regional Marketing for American Honda Motor Co., Inc. "He speaks to the consumer about our vehicles with the straightforward honesty that they have come to expect from our brand."
With a focus on the zero-dollars down payment and zero dollars due at lease signing messaging, Warburton adds his droll-but-candid Honda pitch across a range of holiday auto-ad mainstays. He challenges the craftsmanship of elves by discarding a broken robot and emphasizing that high-quality Hondas are human-made in "Elves;" and mocks the luxury carmaker holiday habit of promoting cars as gifts in "Car Gift."
"The return of Happy Honda Days presented the perfect opportunity to again leverage Patrick's presence as the voice of Honda," said RPA SVP/GCD Jason Sperling. Additional spots feature Warburton getting a bit too close to the camera ("Giant Offer"), invoking an orchestra and an oversized hourglass to encourage a last-minute rush to catch Happy Honda Days deals ("Sense of Urgency") and dressing a dog up in reindeer antlers ("The Holiday Angle").
Spots will run on network and spot TV programming across ABC, CBS, NBC and CW, including during "Desperate Housewives," "Pan Am," "2 Broke Girls," "60 Minutes," "Prime Suspect," "The Office," "Ringer" and "Gossip Girl." Ads will run in top automobile websites, including Car and Driver, Automobile, Consumer Guide Automotive, Edmunds, Motor Trend, Road & Track, AOL Autos, Automotive.com, Cars.com, Kelley Blue Book, Facebook, Google, Bing, MSN Autos, Source Interlink Media, Jumpstart, Vehix and Yahoo! Autos.
Agency: RPA EVP, ECD: Joe Baratelli SVP, GCD: Jason Sperling Senior AD: Hobart Birmingham Senior CW: Perrin Anderson AD: Brian Farkas CW: Tylynne McCauley AD: Cheston Kwan Junior CW: Josh Hill SVP, Executive Producer: Gary Paticoff
Production Company: Drive-Thru Director: Tim Kendall DP: Neil Shapiro Executive Producer: Mark Setterholm Line Producer: Deven LeTendre Production Designer: Mark Behn
Editorial Company: The Reel Thing, Inc. Editor: Sally Banta ("Holiday Ad," "Fake Joy," "Giant Offers," "Sense of Urgency") Editor: Lance Pereira ("Elves," "Best of Times," "I'm Back," "The Holiday Angle," "Car Gift") Executive Producer: Doug Klekner Assistant Editor: Scott Deerborne ("Digital Script")
Music Company: Mophonics Executive Producer: Michael Frick Head of Prod: Shelley Altman Creative Director: Stephan Altman
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 http://www.rpa.com.