Monday, September 12, 2011

Patrick Warburton is the perfect spokesman for the new Honda "Good Reasons" ad campaign.

Honda will launch a fully integrated national advertising campaign on Sept. 12, starring actor Patrick Warburton ("Rules of Engagement," "Family Guy," "Seinfeld") and highlighting the company's long tradition of earning top industry accolades and recognition for safety, reliability, high quality and exceptional resale value. The extensive brand campaign, developed by Honda's longstanding agency of record, RPA, features a range of Honda's vehicles, including the Accord, Civic, Pilot, CR‐V, Odyssey and Fit.


The "Good Reasons" campaign features a self-assured Warburton espousing the truth about car buying and advertising in over-the-top discussions ranging from legal disclaimers to whether sex can help sell cars. He employs a bevy of accolades from the powers-that-be in the automobile-influencer world, including, J.D. Power and Associates, Kelley Blue Book and Edmunds.com, to substantiate Honda's ability to deliver one of the top vehicle-owning experiences in America.

"In this campaign, we took the values that are core to Honda's brand image-simple, smart and straightforward-and made them really engaging and fun," said RPA SVP/GCD Jason Sperling. "We created a layer of honesty that isn't seen from most car manufacturers. And we show Honda's many strengths in a way that cuts through the clichés and usual tactics and feels incredibly fresh."


The TV campaign will launch during high-traffic programming with a pair of 60-second spots, including "Disclaimers," which is representative of both the campaign's quirky ambassador and its overarching message. To make a point about how advertisers attempt to hide things in legal lines, Warburton declares himself the "best TV spokesman ever," as a slim disclaimer along the bottom of the screen reads, "Based on a study of one individual's opinion. Me." He then talks about a much more conclusive J.D. Power and Associates study where Honda received the awards for "Highest Ranked in Initial Quality: Sub-Compact Car, Compact Car, Compact Crossover/SUV, Midsize Car, Midsize Crossover/SUV, Midsize Pickup"*—more than any other automaker, a disclaimer Warburton goes through with a fine-tooth comb.

A series of 30-second spots, including "Denier," "83" and "Pay Attention," follow the same themes of quality and levity with Warburton alternately cajoling, teasing and educating the viewer into carefully considering Honda vehicles.

At goodreasons.shophonda.com, Warburton leads users through six online tutorials summarizing Honda's core strengths while directing them to online shopping tools, vehicle information and dealer locations. In one video, "Competitive," Warburton references the ridiculous lengths some car companies are going to by offering a "... billion-mile, swear-on-their-mother's-grave, this-isn't-a-piece-of-junk worry-free agreement: a thick stack of paper filled with tiny little elf-lawyer writing that you probably wouldn't read. Even if you could." He then talks about making a good car-buying decision and points to actual media coverage detailing Honda's value and built-to-last attributes.

"Since 86 percent of our buyers go online as part of the vehicle-shopping process (according to Strategic Vision's new-vehicle buyer survey), these humorous online videos and the overall campaign will connect with existing and potential car shoppers and candidly shows how Honda is viewed through the lens of trusted top voices in the auto industry," said Jenny Howell, manager of Honda Regional Marketing for American Honda Motor Co., Inc.

TV
Agency: RPA
EVP, ECD: Joe Baratelli
SVP, GCD: Jason Sperling
Senior Art Director: Hobart Birmingham
Art Director: Cheston Kwan
Art Director: Brian Farkas
Copywriter: Perrin Anderson
Copywriter: Tylynne McCauley
Jr. Copywriter: Josh Hill
SVP, Executive Producer: Gary Paticoff
Senior Producer: Isadora Chesler
Assistant Producer: Faye Armstrong

Live-action/Digital Prod Co.: Tool
Director: Evan Silver
DP: Scott Henriksen
EP(s): Brian Latt, Oliver Fuselier
EP Digital: Dustin Callif

Editorial: The Reel Thing
Editors: Sally Banta, Adam Parker
Executive Producer: Doug Klekner
Music: Mophonics
Telecine: MPC
Colorist: Mark Gethin

INTERACTIVE
EVP, ECD: Joe Baratelli
SVP, GCD: Jason Sperling
Senior Art Director: Hobart Birmingham
Art Director: Cheston Kwan
Art Director: Brian Farkas
Copywriter: Perrin Anderson
Copywriter: Tylynne McCauley
Jr. Copywriter: Josh Hill
SVP, Executive Producer: Gary Paticoff
Senior Producer: Isadora Chesler
Assistant Producer: Faye Armstrong
VP, Program Director: Dave Brezinski
Program Manager: Samira Poulos
Technology Manager: Bradley Stone
Flash Production: Chris Gomez

Live-action/Digital Prod Co.: Tool
Director: Evan Silver
DP: Julian Whatley
EP Digital: Dustin Callif
EP(s): Brian Latt, Oliver Fuselier

On Honda's Facebook® page, users can have fun with the sex sells-themed Civic "Pay Attention" TV spot by watching several alternate endings, ranging from goofy to racy. Users can then vote on their favorite alternate ending; the ending with the most votes will be featured on TV in October. Also on Facebook, users can earn a "Stellar Comment Award" from Warburton. Every so often a commenter on one of Honda's Facebook pages will receive the shout-out award via a Honda Facebook post.

Read more: http://www.trustcollective.com/portfolio/content/rpa_hondagoodreasons.php##ixzz1XmBipZ6H
Attribution: Written content created by TRUST: http://www.trustcollective.com
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30 comments :

  1. I haven't seen such lousy honda tv commercials for a long time. Why can't the commercial match the quality of the brand.

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  2. Patrick Warburton is the worst spokesperson for the Honda brand. He is monotone, dull and boring and I change the channel when he comes on. If your intent is to make Honda seem ho-hum, then you have succeeded. As a Honda owner, I'm glad I purchased my vehicle before this commercial campaign began as I wouldn't have paid any attention to it.

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  3. I'm more partial to ads that capture the way real people live with their Hondas. Check out this spec spot for the Odyssey - I like it - a lot:
    http://www.youtube.com/watch?v=TbN442jDlHw

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  4. "Disclaimer" is perhaps the best Honda tv commercial ever. Wry, deadpan, understated and very funny. A most elegant offering. It is sure to be remembered as much as the greatest Honda commercial ever, "Cog".

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  5. One of the worst ads I've recently seen. I mute it when it comes on. Would anyone buy car from someone who seems so disinterested in the product?

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  6. Bring back Mr. Opportunity. Can't stand the new spokesperson. He doesn't cut it. Ugh!

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  7. While I have enjoyed Honda's ads in the past, the current ones with Mr. Warburton cause me to change channels. The "sleaze" factor from the actor devalues the Honda brand.

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  8. Mr. Opportunity was stupid - but Warburton is actually worse.
    Does this dodo really speak this way? Here I thought it was just bad acting.

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  9. Honda'a latest ad is sick! I have been looking and considering buying one. Now - forget it!!Honda does not show respect to it's tv audience.

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  10. Would I buy a car from a salesman who approaches me with an attitude such as this new spokesperson's? Love your cars, Honda, but such an attitude on the sales floor would be from someone who takes neither the buyer nor the product seriously. Who okayed these?

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  11. how desperate can honda be..my 3 yr old can come up with better ideas for a car ad..just another example where this country is headed

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  12. how desperate can honda be..my 3 yr old can come up with better ideas for a car ad..just another example where this country is headed

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  13. I can't believe these ads with Patrick Warburton. They are just creepy. He reminds me of a stalker. Would I buy a car from him? Heck no!

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  14. Hondas have always provoked a sense of humor and out of the box thinking among car makers. Any of you posting here that wouldn't buy a Honda because of an ad spokesman don't deserve a Honda. Stick with your boring Big 3 product and watch your resale value slide down the drain.

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  15. I agree with this previous post:
    "Patrick Warburton is the worst spokesperson for the Honda brand. He is monotone, dull and boring and I change the channel when he comes on. If your intent is to make Honda seem ho-hum, then you have succeeded. As a Honda owner, I'm glad I purchased my vehicle before this commercial campaign began as I wouldn't have paid any attention to it." Bland and offensive

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  16. These ads are hilarious. The deadpan, dry humor is pretty much the norm today. I think they are entertaining and creative.

    I am curious, how are you offended? Did he insult you? Did the type of humor insult you or was it not dumb enough? Perhaps a few sexually charged props are what you are looking for?

    Also, tell me what ideas a three year old can have that are better than this? Have your three year old create a script for a commercial and send it in. Sure you are exagerating but it isn't necessary. You could at least be specific about what you don't like instead of some lame comment about your kid doing better.

    I hope you never bought a vehicle because of advertising. I hope you bought it because of the reputation. If you are lame enough to buy because a commercial convinced you, please get back in line and close your eyes because you because it would be easier to walk into the hole your being lead into blind.

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  17. I ABSOLUTELY LOVE YOUR NEW ADS WITH PATRICK WARBURTON advertising your vehicles. He is so dry, wry and funny. He makes me laugh out loud and I pay more attention to the TV ads for your vehicles than I ever have before. As a matter of fact, I never even noticed any of your previous ads. Thanks for bringing some life and humor to the ads for Honda vehicles.

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  18. Absolutely horrible!

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  19. Weak! Maybe second only to XFinity with Sofia Vergara. Yikes!

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  20. To the people who don't like these ads... You are missing the point. What these ads accomplish (witha perfect match of sly copywriting + spokesperson) is a clever "end-run" around all the "normal" approaches. By adding a slight level of tongue-in-cheek "sleaze," the ads actally CUT THROUGH all the truly phoney crap that's out there. Sort of sincerity, through insincerity.

    I think they are brilliant --- so brilliant, just hearing one 30-second radio spot caused me to what to find out more -- leading me to this very website!!

    BRAVO!

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  21. This is the worst ad of all times. Honda is such a great product and the ad campaigns are always soooo lame. Just think of the sales if you had a funny, smart creative campaign. It is time to go hunting for a new ad agency.

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  22. these commercials are offensive and I'm disgusted I own an Accord now. After my loan is paid off I'm going o sell it and buy another brand. I don't get the point of the ads. In my opinion they are an instant turn off and make me feel like Honda is now snoody.

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  23. Warburton is a huge turn-off. What a poor choice. How stupid !!!!

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  24. Hate the new ads. I don't use that word lightly... "hate".

    Can't think of a worse spokesman. I hope Honda pays dearly for this travesty of an ad campaign.

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  25. Patrick wats his name is a boring, monotone spokesperson - does not make me want to buy a Honda! Bring back the Honda commercial where the Electric Light Orchestra sings "Hold On Tight". That's catchy!

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  26. The current Honda commercials are terrible! Please get a new actor!!

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  27. These ads are hilarious. The deadpan, dry humor is great much the now/today. I think they are entertaining and creative.By adding a slight level of tongue-in-cheek "sleaze," the ads actally CUT THROUGH all the truly phoney crap that's out there. Sort of sincerity, through insincerity.
    What is wrong with people not getting this great commercial!

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  28. I love these commercials - Patrick Warburton is a great spokesman for the brand and has provided Honda great delivery of their message. My friend who just bought a Honda told me that his ads advertising the sale are what propelled her to check them out before buying the other car she was considering!

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  29. I hate Warburton with a passion, I actually have to switch channel when he appears or my wife starts projectile vomiting by Warburton's third word. Go away Patrick, we have had enough!

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