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Posts Tagged ‘Joe Baratelli’

RPA Goes Back to Basics for Honda

Yesterday we posted on an RPA campaign in which the agency dove into comedic short films for client Honda with the help of funny man Nick Thune.

In today’s offering, RPA does things a bit more traditionally for the same client. Here’s “Music Festival”:

The theme of the spot is “hipsters growing up,” and all the boxes have been checked: Austin, Texas; Portugal. The Man; comfort food; facial hair; throwback fashion.

We like the double twist at the end, though we still wonder whether the guy with the beard would be driving a new Honda.

What is he, an art director?

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RPA Turns Nick Thune into ‘Brad, the Lyft Driver’ for Honda Fit

RPA is debuting a new online series promoting the Honda Fit with “Brad, the Lyft Driver,” a hidden-camera style video starring Nick Thune as Brad, an (overly) accommodating Lyft driver.

The series, directed by Fred Savage (Modern Family, It’s Always Sunny in Philadelphia), shows Thune (in character as Brad) “maintaining a good vibe” while yelling obnoxiously out the window, rehearsing soap opera scenes with passengers, and creating creepy personalized mix tapes. While the antics can be amusing in small doses, the video stretches well past the three minute mark, overstaying its welcome a bit in the process.

As part of its “Fit For You” campaign, RPA is also teaming up with Vine stars Jordan Burt, KC James, Cody Johns and David Lopez for a series of Vine videos with each utilizing the Honda Fit in a video showcasing their individual style. Read more

RPA Fills in the Gaps for Farmers Insurance

Insurance: a confusing thing that you’d rather not think about…unless you’re measuring the amount of money it drains from your bank account every month.

Farmers Insurance wants to make the process a little less painful with the help of RPA, which produced this new TV campaign and an interactive website to help customers identify those potentially disastrous blind spots in their coverage.

In the first of two ads helmed by Craig Gillespie — better known as director of the Gosling vehicle Lars and the Real Girl – the dad from Juno helps demonstrate the difference between the world we’d like to live in and the one we wake up to every day:

Another one after the jump.

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RPA Debuts New Work for ARCO


RPA recently debuted a new campaign for recently-won client ARCO, following Tesoro’s purchase of ARCO from BP.

The campaign celebrates ARCO’s “top tier” designation, as its gasoline “exceeds EPA minimum detergent requirements to help clean engines and maintain optimal vehicle performance.” To highlight the benefits of treating your car right with ARCO gasoline, RPA chose to show some of the ways mistreat their vehicles in a series of four 30-second broadcast spots.

The light-hearted approach works best in “Treat” (featured above), when a woman decides “If top-tier gas at ARCO helps clean my engine, maybe I should clean the rest of my car.” She then imagines all the hard work inherent in undoing the neglect, including some pretty gross tasks, before tossing an empty coffee cup in the backseat and deciding “I’ll do that another time.”

Other spots in the campaign take a similar approach, with “Embarassing” focusing on some of the moments your car shouldn’t have to witness and “Mishap” taking on minor vehicular abuse. “Try It” changes things up, focusing instead on a couple’s misguided decision to go somewhere other than ARCO for gas. Each spot ends with the tagline, ““Your car puts up with a lot. Help protect it from harmful engine deposits. ARCO has quality TOP TIER® gas for less.” emphasizing ARCO’s quality and top tier designation. The campaign began last month with one broadcast spot and an outdoor component, and currently supports the four broadcast spots with online and radio elements, as well as a revamped website.

“We have a long history working on the ARCO brand, and appreciate the challenges of the competitive motor-fuel category,” said RPA EVP, Management Account Director Tom Kirk. “The agency’s goal is to further support ARCO’s brand positioning, and this new work focuses on ARCO’s holistic value proposition around product quality and affordability.” Read more

RPA Spreads ‘Summer Cheerance’ for Honda

RPA has launched a new integrated campaign for Honda highlighting the brand’s summer clearance event and attempting to spread summer cheer, under the face-palm worthy title “Summer Cheerance.”

To be fair, “Summer Cheerance” is at least memorable, however irksome the title may be. The campaign includes broadcast spots, print, digital, radio, “an abundance of smile-inducing videos, memes, GIFs and visual jokes via social media” and special events from August 4th until August 8th to promote the Honda Summer Clearance event. As part of the campaign, Honda will donate $100,000 to the Pediatric Brain Tumor Foundation.

“Summer Cheerance” launched today with an introduction video (featured above), as well as a series of short videos designed to be shared on social media to spread summer cheer. For example, one video shows a pig swatting its tail for six seconds, followed by the message “We hope this video added some cheer to your day” and promotes Honda’s event with the #Cheerance hashtag. Other videos include dancing dolphins, an exhausted puppy and an “Epic Gopher.” Additionally, the brand has teamed up with YouTube star Andrew Hales, who will promote the brand with two videos on his YouTube channel. Stick around for a few examples, along with credits, after the jump. Read more

Monday Odds and Ends

-DDB Vancouver imagines a proposal via vague movie reference for Netflix (video above). link

-Hybrid production/post-production company Humble adds Marc Wilkins to its directorial roster. link

-Agencies help social media stars turn “likes” into careers. link

-LG teams up with Dude Perfect for content marketing campaign. link

-Facebook, Twitter broaden their ad revenue horizons. link

-Hulu gains exclusive South Park streaming rights. link

-RPA Executive Vice President and Chief Creative Officer Joe Baratelli joins the Board of Directors of Picture Alternatives, “an L.A.-based nonprofit organization that uses creative media to combat violence.”

RPA Debuts ‘Fit for You’ for Honda

RPA is promoting the launch of the all new 2015 Honda Fit with an integrated campaign entitled “Fit For You.”

Centered around a pair of 30-second television spots starring actor/comedian Nick Thune, the campaign also includes digital and social media activations, as well as multicultural campaign extensions featuring award-winning drummer Questlove and comedian Felipe Esparza, as well as a promotion in the upcoming game Ultra Street Fighter IV. The TV spots starring Thune, clearly aimed at Generation Y, find Thune answering a series of questions about the Fit and demonstrating its capabilities. Thune assures viewers that the new Honda Fit is “gluten-free,” can fit synths, the Stanley Cup, or even a whole dorm room full of stuff (minus the roommate) and is perfect for a move to Seattle. A further pair of spots will roll out in the coming weeks.

“The campaign takes a typical product demonstration and gives it an unexpected twist to show how the 2015 Honda Fit answers the needs of the customer in a very direct yet humorous way,” said Jeff Conrad, Honda division senior vice president and general manager. “The campaign leverages the Fit’s unique combination of space and versatility plus innovative technology and class-leading fuel efficiency to clearly show that the 2015 Honda Fit is the leader of the subcompact class.” Stick around for credits and a second spot after the jump. Read more

RPA Debuts New Work for Honda

RPA has two new spots for Honda that highlight the features and competitive advantages of Honda’s two core vehicles — the Accord and the Civic — continuing the “Start Something Special” tagline introduced last September.

While the copy is a relatively straightforward rundown of features and what sets Honda apart from the competition, the footage was a bit more complicated to capture. The spots use “a complex camera technique called parallax, whereby the camera and scenery are moved in such a way that the car appears to be moving when in actuality it’s standing still.” The Accord spot, for example, was filmed in one single shot, with the last take being the one used in the ad. All effects were done in camera, with elaborate lighting and choreography used to simulate different locations within the spot. RPA collaborated with production company Reset to create the desired effect. Stick around for credits and “Lydia’s Civic” after the jump. Read more

RPA Issues ‘Slow Citations’ for Honda

To generate excitement for Honda’s upcoming “Fastest Seat in Sports” sweepstakes offering entrants a chance to ride along with Mario Andretti, RPA Andretti went around annoying people going about their everyday business with “slow citations” for doing things too slowly.

RPA and Honda just released footage of the stunt (featured above), which follows the “Honda Speed Control” as they issue these citations to unsuspecting civilians. Three additional “slow citation” videos will be released preceding the end of the sweepstakes on August 6th. Additionally, RPA will be issuing “slow citations” to unsuspecting brands or products that are too slow on Twitter.

“Honda is leveraging one of the most exciting opportunities in all of sports fandom—the opportunity to win a ride in the Honda two-seat Indy Car driven by Andretti—to broaden awareness of this incredible sweepstakes,” said Susie Rossick, senior manager at American Honda Motor Co., Inc. “This humorous video and social effort give us the opportunity to bring attention to Honda’s racing spirit and the advanced technology and performance found in all of our Honda vehicles.”

Stick around for credits after the jump. Read more

RPA, Brooke Shields Launch Urban Attitudes for La-Z-Boy

RPA is launching La-Z-Boy’s new Urban Attitudes collection, which is “geared toward a more urban demographic made to fit in those smaller, city apartments, without compromising style or breaking your wallet” with an integrated campaign starring spokeswoman Brooke Shields.

Part of the larger “Live Life Comfortably” brand campaign, the Urban Attitudes launch is centered around two broadcast spots: “Photo Shoot” and “Movie Set.” The prior rolled out on Monday, featuring Shields in a fancy dress lounging on the new Urban Attitudes couch as over-the-top glamorous elements are gradually stripped away from the set. Obviously, (perhaps too obviously) this demonstrates the new collection’s attainability and reasonable price while implying that it is still sophisticated. The two 30-second broadcast spots will run on network cable, including A&E, Bravo, Food Network, Hallmark, HGTV, OWN and TNT, while the campaign also includes print ads running in Martha Stewart Living, Real Simple, Traditional Home and other publications.

“Urban Attitudes is our most significant collection launch in 10 years, and it makes a bold statement for our brand. RPA’s campaign showcases the collection’s eclectic mix that fits the tastes of consumers with a penchant for style, while being surprisingly affordable,” said Doug Collier, chief marketing officer at La-Z-Boy.

“We created a twist on the overall ‘Live Life Comfortably’ campaign by reinforcing the message that modern sophistication and style doesn’t have to mean pricey, unlike other high-end, designer furniture,” said RPA chief creative officer and EVP Joe Baratelli. “Brooke continues to deliver that down-to-earth, relatable persona while amplifying her role as a star to convey the elegance of the new collection.” Credits after the jump. Read more

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