Hasta La Creative!

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. (more…)

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RPA launched their “Start Something Special” campaign for Honda (somewhat disappointingly) with the story of Mairead and Kevin’s very Irish wedding and their “Thank You” TV spot. The latest in the campaign is a lot more interesting.

The spot highlights 105-year-old Civic driver Edythe Kirchmaier, who really is something special. Edythe spends her autumn years helping people in need: she has been volunteering for Direct Relief for around 40 years. She learned to drive, at the age of 16, in 1924 on her uncle’s Ford Model T. Even more amazingly, she has maintained a perfect driving record her entire life — without so much as a parking ticket. She’s also the oldest registered user on Facebook, which she uses to dispense wisdom gleaned from over a century of experience. This latest addition to Honda’s “Start Something Special” series shows the potential in this kind of campaign. It’s the kind of story people want to hear and can’t wait to share. Hopefully it’s a sign of things to come from RPA, although I get the feeling this will be the highlight of the campaign. Edythe’s story launches today at #StartSomething stories. Credits after the jump. continued…

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