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Posts Tagged ‘Joe Baratelli’

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

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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

RPA Shows off Mandalay Bay with ‘Resortist’ Extension

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RPA has a new print and outdoor campaign for Mandalay Bay, extending their “Resortist” campaign.

The campaign strategy “is to further differentiate the resort by injecting the advertising executions with new electricity in a welcoming way befitting of a 120-acre resort.”

Read more

RPA, Tool Share Terrible Parenting for Newport Beach Film Festival

RPA teamed up with production company tool for a new campaign celebrating Newport Beach Film Festival’s 15th anniversary entitled “15 Years Under the Influence.”

The centerpiece of the campaign is a short film called “Bedtime Story.” In the two and a half minute video, directed by Tom Routson, a daughter asks her father to read her a story before bed. The father begins a story about “a beautiful princess who lived in a magical castle far, far away,” but soon finds himself bored with the story and strays from the narrative, deciding that the princess is not actually a princess but a “beautiful operating system” (referencing Spike Jonze’s Her). From there his story bounces all over the place, referencing memorable moments in independent film from the last 20 years or so, with a rather gory ending. Somehow, through all this his daughter manages to fall asleep, making the display of truly awful parenting seem almost sweet. In addition to its home online, the film will screen during this year’s festival in Newport Beach, which will take place from April 24th-May 1st. Stick around for credits after the jump. Read more

Fred Armisen Hugs Bruce Willis for Honda, RPA

Since few would argue that the commercials were more interesting than the game last night, chances are you saw RPA’s “Hugfest” spot, featuring Bruce Willis and SNL-alum/Portlandia star Fred Armisen.

The simple, straightforward spot features Willis urging viewers to hug those around them that they care about — “the people that matter to you, matter to us” — as a way of emphasizing Honda’s commitment to safety. Armisen then appears and hugs Willis for the duration of the 60 second spot.

“Our simple, yet engaging, big-game spot is intended to highlight not only Honda’s deep concern for the safety of our customers, but the actual industry-leading crash test results that back up our commitment,” explained Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc.

The campaign extends beyond the big game spot, with a large social media component utilizing the hashtag #hugfest. During the Super Bowl, Honda posted “real-time video reactions from Willis about events such as penalties, fumbles and referee calls on the brand’s @Honda Twitter feed.” Immediately after the spot aired, Honda encouraged viewers to send virtual hugs (actually Willis hugging the camera) to loved ones who they couldn’t be near during the big game. Today, Honda is collecting hugs via Twitter by asking people “to send a picture or Vine of their hug with the hash tag #hugfest.” Bruce Willis will then respond with a “meme appraisal of the hug.” Additionally, Honda will have a homepage takeovers at MSN and ESPN, where a 30-second spot “How to Hug” video featuring Willis and Armisen will greet visitors to the sites. You can view “How to Hug,” along with credits after the jump. Read more

RPA’s Optimistic New Campaign for Honda Claims ‘Today is Pretty Great’

More from Honda today, this time with news of RPA’s new “One More Thing to Love About Today” campaign — featuring “print, digital and TV spots, speaking to the optimism of today’s youth.”

Like Orci’s “Gol!Gol!” spot for Honda’s Hispanic campaign, “Today is Pretty Great,” the campaign’s full-length online debut, centers around an original song — in this case by blues rock band Vintage Trouble. The band begins by focusing on the negative, claiming “Yeah it’s worse than ever, but that’s just where we’re at,” before being interrupted by a young woman who answers, “Except, it’s not.” Her thoughts are soon echoed by a chorus of optimistic young people. The remainder of the spot focuses on all the things to love about today: mostly cultural references designed to appeal to Millenials, like Adventure Time and Nyan Cat (which, strictly speaking, is more 2011 than today). Around halfway through the spot, Vintage Trouble change their tune, seemingly convinced by the unbridled optimism of the chorus of young whippersnappers. The 2014 Civic Coupe and Si Coupe are featured throughout the ad, which ends with the hashtag #LoveToday, designed to draw Millenials into the conversation.

A 30 second TV spot debuts today on network and cable television and will run through February. Appropriately, the campaign is complemented by mobile and social media endeavors, such as “sole sponsorship of a first-to-market digital scrapbook on…Spotify,” offering full-song previews on SoundHound, “sole ownership of MTV’s Artist to Watch 2014 program, featuring a live digital stream of the Artist to Watch concert,” homepage takeovers on MSN and Yahoo, and mobile placements in popular games like Scramble With Friends and MoviePop. Stay tuned for the 30 second TV spot and credits after the jump. Read more

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