Honda Highlights National Hockey League Partnership with New, Fan Passion-Themed Spot

January 3, 2012


Santa Monica, Calif., Jan. 3, 2012 — Honda continues its sponsorship of the National Hockey League(NHL®) with a new spot featuring Anaheim Ducks' Corey Perry and Detroit Red Wings' Nicklas Lidström, which pays homage to a few of the league's oldest fan traditions. Developed by Honda's longstanding agency of record, RPA, the new 30-second spot, "Passionate Fans," first aired during the 2012 Bridgestone NHL Winter Classic.

"This new spot gives Honda the opportunity to showcase its commitment to the sport. 'Passionate Fans' celebrates favorite customs and the passion of the league's devotees," said Tom Peyton, Honda brand manager, American Honda Motor Co., Inc.

The spot features Perry, the current league MVP, and 12-time All-Star Lidström walking from an arena after a late-night NHL game. As the pair prepares to depart in their Honda Pilot, a hat falls on the windshield, mirroring hard-core hockey fans' habit of tossing their hats toward the ice when an NHL player pulls off a hat trick, scoring three goals in a single game. As the stars exchange confused glances, wondering if the other had scored a hat trick recently, hats rain from the sky. As an octopus plops on the dashboard-a bow to Detroit Red Wings' fans habit of tossing these critters on the ice-a narrator says, "They've got passionate fans. We've got passionate fans."

"You don't typically find casual hockey fans-they are diehards by nature. Honda fans are also an enthusiastic bunch, so the two are a natural fit. This campaign ties the passion and tradition of the NHL directly to Honda," said Pat Mendelson, group creative director at RPA.

"Passionate Fans" will run on NBC and Versus and during sports programming. Print will appear in "USA Today" and online units will run online on and NHL team sites.


Spot: "Passionate Fans" (first air: 1/1/2012)

Agency: RPA ECD: Joe Baratelli GCD: Pat Mendelson, Jason Sperling AD: Can Kadioglu Jr. CW: Charles Patterson Agency Executive Producer: Gary Paticoff Agency Producer: Joshua Herbstman

Production Co: Alive&Well Director: Alex Feil DP: Christopher Sargent Executive Producer: Phillip Detchmendy Line Producer: Lawrence Lewis

Editorial Company: Spot Welders Editor: Lucas Spaulding Assistant Editor: Sophie Kornberg Executive Producer: David Glean Post Producer: Patrick McElroy

Telecine Company: CO3 Telecine Artist: Stefan Sonnenfeld Telecine Executive Producer: Denise Brown

Visual Effects Company: Public Lead Flame Artist: Max Harris Visual Effects Producer: Stacy Aungst Visual Effects Executive Producer: Kim Nagel

Title Design: Royale Executive Producer: Danielle Hazan

Audio Post Company: Juice West Audio Post Mixer: Bob Gremore

Sound Design Company: SOUTH Executive Producer: Dan Pritkin

Celebrity Talent: Nicklas Lidström of the Detroit Red Wings, Corey Perry of the Anaheim Ducks

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