May 22

RPA Issues ‘Slow Citations’ for Honda

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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. continued…

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Dec 06

David&Goliath Crafts New ‘Beautifully Simple’ Campaign for VIZIO

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LA-based agency David&Goliath has crafted a new campaign promoting VIZIO’s M-Series Smart TV and VIZIO Sound Bar, complete with the new tagline, “Beautifully Simple.”

The TV campaign contains three new spots: “So Easy,” “My Station” and “Tiny Dancer.” Each of these was directed by Michael Downing, with cinematography by Masanobu Takayanagi (who has worked on Silver Linings Playbook and Babel). Together, the spots form a kind of narrative, beginning with “So Easy” (featured above). This spot, and the campaign as a whole, play on the fact that children often understand new technology better than their parents. In “So Easy” a young girl helps her dad through problems with his laptop and smartphone. The father then jumps at the opportunity to help his daughter pick a program on VIZIO’s M-Series Smart TV. A cute idea, that is unfortunately followed by the theme-line ”So easy, even an adult can figure it out.” This wouldn’t be a problem, if it wasn’t for the fact that Geico ruined the lines “So easy, even a…” for everyone, forever.

The next spot, “My Station,” is probably my favorite of the bunch, featuring the dad discovering his daughter’s Pandora station. “Tiny Dancer” concludes the series by upping the cute factor, as well as the father’s competence with the M-Series Smart TV. David&Goliath’s approach of creating a series of ads meant to be viewed in a certain order is interesting, and they pull it off by making each of them able to stand alone as well. I just wish they’d get rid of that theme-line.

Clearly targeted at dads, the campaign will run through the college football season on ESPN’s networks and Hulu into early 2014. Stay tuned for the final two spots, as well as credits, after the jump.  continued…

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Apr 10

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

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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.

continued…

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