What the beep? is right. Venables Bell & Partners is teaming with gasoline company 76 to stop honkaholism, a vicious nonexistent affliction that doesn’t actually affect many people. If you happen to live in New York City, you may hear the occasional overzealous honker, but building an ad campaign around the concept of overhonking seems overzealous in and of itself. Not to mention the humor rooted in the idea of a gasoline company trying to stop noise pollution, which is like a drug dealer trying to encourage people to take Tylenol.
The campaign comes fully stocked with website, billboards, the above 30-second spot, and even a touring “Stop Honkaholism Bus.” If you’re compelled to dig deeper, you can receive a free Honk Suppressor for your dashboard, which means instead of hitting your car horn, you pound a fist into the suppressor instead. Kind of like a Nicotine patch for your vehicle. It is free, so VB&P and 76 should get points for that. Credits after the jump.
TV / BROADCAST
CLIENT NAME: The Phillips 66 Company
BRAND: 76
SPOT NAME: Honk Suppressor
AIR DATE: March 4, 2013
AGENCY: Venables Bell & Partners
EXECUTIVE CREATIVE DIRECTOR: Paul Venables and Will McGinness
ASSOCIATE CREATIVE DIRECTOR: Jonathan Byrne
ART DIRECTOR: Beau Hanson
COPYWRITER: Josh Parschauer
DIRECTOR OF INTEGRATED PRODUCTION: Craig Allen
AGENCY PRODUCER: Zeynep Taslica
PRODUCTION COMPANY: Rabbit
DIRECTOR: Twin
DIRECTOR OF PHOTOGRAPHY: Shawn Kim
EXECUTIVE PRODUCER: Joby Barnhart
PRODUCER: Gary Romano
EDITING COMPANY: Beast
EDITOR: Doug Walker
SOUND DESIGN: 740 Sound Design
SOUND DESIGNERS: 740 Sound Design
MUSIC: Beacon Street
MIX: 740 Sound Design
PRINT/ OUTDOOR/EXPERIENTAL:
NAME OF AD: Honkabus
EVENT: April 1, 2013
AGENCY: Venables Bell & Partners
EXECUTIVE CREATIVE DIRECTOR: Paul Venables and Will McGinness
ASSOCIATE CREATIVE DIRECTOR: Jonathan Byrne
ART DIRECTOR: Beau Hanson
COPYWRITER: Josh Parschauer
PRODUCTION HOUSE: Relevent
INTEGRATED SR PRODUCER: Nalina Baratz
DIGITAL:
NAME OF AD: Stop Honkaholism.com
AIR DATE: March 4, 2013
EXECUTIVE CREATIVE DIRECTOR: Paul Venables and Will McGinness
ASSOCIATE CREATIVE DIRECTOR: Jonathan Byrne
DIRECTOR OF INTERACTIVE PRODUCTION: Manjula Nadkarni
ART DIRECTOR: Beau Hanson
COPYWRITER: Josh Parschauer
INTERACTIVE PRODUCER: Nicholas Blair
TECH DIRECTOR: Aaron Clinger
ASSOCIATE TECH DIRECTOR: Lucas Shuman
DIGITAL DEVELOPMENT (website): 14Four
FLASH DESIGNER (Honk or Not Game): Jason Oda