TVNewser Show TVNewser TVSpy LostRemote SocialTimes AllFacebook FishbowlNY FishbowlDC PRNewser 10,000 Words GalleyCat UnBeige MediaJobsDaily

Posts Tagged ‘Gary Paticoff’

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

Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

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

RPA Taps Michael Bolton as ‘Talent’ for ‘Happy Honda Days’

If there’s one thing the Internet loves (aside from cats and pornography), it’s cheesy celebrities from bygone eras. This has accounted for the revival of figures like Rick Astley, who has reemerged in the public consciousness thanks to rickrolling. RPA seeks to cash in on the phenomenon with their “Happy Honda Days” campaign, featuring Michael Bolton, the man once referred to as a “no-talent ass clown” in Office Space who returns to advertising after stints in spots like the one for Optimum earlier this year.

The campaign contains four new spots, all of which feature Bolton singing. Each spot begins by asking “What does it feel like to get a great deal at Happy Honda Days?” before answering with an original holiday song from Michael Bolton. (These would have been much funnier if they had made Bolton sing “When a Man Loves a Honda,” but I digress…) Our favorite is the spot featured above, in which Bolton’s singing is met by blank stares (probably the most honestly depicted reaction of the four spots/how we would react in that situation). As you can surmise, RPA went for the goofy approach with this campaign, in the hopes that people find the spots memorable. It would help if there was a little more variation among the four 30 second ads, as they all feel like basically the same spot. In addition to the TV campaign, there will be a live social media event on November 22nd featuring Bolton delivering personalized messaged under the promoted hashtag #XOXOBolton, as well as print and radio campaigns.

We don’t know about you, but we can’t see or hear anything about Michael Bolton without thinking of this. Credits and second “Happy Honda Days” spot after the jump. Read more

Honda Test-Drives Social Media Sharing with #WantNewCar

Do you hate your car? Do you want to let the world know how frustrated you are driving around in a jalopy that is beyond repair? Honda can help – sort of. For the rest of today, Honda will be tweeting back Vine videos at unhappy drivers who post #WantNewCar on Twitter. The Twitter/Vine combo, developed by the automaker’s longtime agency RPA, is part of Honda’s Summer Clearance Sales Event, and is meant to provide some catharsis to drivers even though there aren’t any discounts or financial incentives for using the hashtag. There probably should be.

If you watch the promo clip above, you’ll see what it looks like when brands use social media for the sake of using social media rather than really committing to interacting with consumers on various social platforms.Take KFC and their annoying, yet memorable, #IAteTheBones campaign. It’s made to go viral and is primarily identifiable to KFC and no other brand. On Twitter, KFC offers followers free merchandise and deals related to the hashtag on a regular basis. Honda is only responding for one day. Even though Honda’s hashtag is much more relatable (one could argue it’s too generic) the execution feels unsure of itself, just like a teenage driver getting behind the wheel for the first time. Credits after the jump.

Read more

Let’s Wind Down the Day with a Brutal Film Festival Promo from RPA & Tool, Shall We?

As the opening moments states, viewer discretion is advised with this lengthy promo from RPA and Tool, who for the fourth year in a row are teaming up to hype the Newport Beach Film Festival. If you haven’t seen Corbin’s Bernsen‘s epic, award-winning (ok, not really) The Dentist saga or better yet The Marathon Man, consider this clip called “Mandible” the Cliff’s Notes version.

Again, this is not for the squeamish (though as a horror fan it’s not all that shocking; as a guy who’s got a dentist appointment next week, that’s another story), but in a statement regarding “Mandible,” RPA creative director Scott McDonald says, “We wanted to demonstrate the power of film by taking audiences to a heightened state of emotion and then pulling them back to reality, reminding them that they’re watching particles of light on a screen.” Perhaps what we’re seeing is how RPA felt during the recent Honda review, but who knows, they came out of it pretty OK and so will you. The Newport Beach Film Festival begins April 25 and runs through May 2. Enjoy the show, kids. Credits after the jump.

Read more

Here’s RPA’s April Fools Entry for Honda

Fresh off of retaining creative duties at least for longtime client Honda, (phew), RPA has rolled this out on this, the jokiest, prank-filled of days. The Santa Monica-based agency introduces us to the greatest haircut-on-the-go machine known to man with the HondaHAIR, which comes equipped within the Honda Odyssey Touring Elite. What would an announce like this be without some PR speak, and Honda’s head of said department, named “Parsley Thyme” chimes in saying, ““We recognize that our Odyssey drivers are busier than ever, which is why we’ve packed the car with so many conveniences, including this HondaHAIR forward-thinking technology.” During use, we say just avoid the damn potholes, but we should say the HondaVAC in the 2014 Odyssey is an actual accessory. Credits after the jump.

Read more

The Honda Civic Has Something for Everybody

Back in the early 2000s, the Honda Civic might have seemed like an appropriate buy for a street racer looking for a light car with a lot of engine space for illegal parts. But, we’ve come a long way since The Fast and the Furious, and this new campaign from RPA reminds us of the timeless adage, “To each their own.”

The spots feature five original Honda-driving characters (who each will have their own individual spots), the Urban Woodsman, the Zombie, the Monster, the Ninja and the Champion Luchador who goes by Cesar. In a statement, RPA EVP/ECD Joe Baratelli says, “We want to talk directly with our target by tapping into their appreciation for ‘collective individualism’-addressing the diversity of Civic drivers while also engaging them around their common interests.” On the online front, full homepage-takeovers are planned for YouTube and MSN. If RPA gets lucky, maybe the Honda Civic will become the go-to vehicle of Generation Y. At worst, we’ll see a couple more Luchadors cruising around in Civics. Credits and another spot after the jump.

Read more