Honda and RPA Return to the Old, Reliable ‘White Dude Rapping’ Beat

By Patrick Coffee 

What better way to spend the dumbest fake holiday ever than listening to a bro spitting rhymes, yo?

Earlier this week, RPA released a new PSA for longtime client Honda that takes a new approach to an old problem: texting while driving. As you guys know, agencies have released a wide variety of work addressing this serious societal issue, from “Don’t Be a Zombie” to this messed up emoji sculpture by Magnacom Worldwide and, of course, BBDO’s “It Can Wait” for AT&T.

But this one is all about how you need a “Designated Texter” while riding in your fly auto and trying to refresh your FEED.

The little Instagram review moment was fun.


And who hasn’t asked someone else to jump on their response to a group text because they really need to focus on making that left turn ahead without wrecking mom’s ride? Nobody?

This might be the first awkward white people doing hip hop spot we’ve seen since Periscope’s January effort for the Minnesota Lottery. And there’s no better way to get The Kids hyped up on your viral campaign than having the five-oh share it.

Yeah, the second dude isn’t white. But he doesn’t do much rapping, either.


Agency: RPA
Client: Honda
EVP, Chief Creative Officer: Joe Baratelli
SVP Executive Creative Director: Jason Sperling
Creative Director: Fabiano de Queiroz
Creative Director: Mike Van Linda
Art Director: Lexi Rodriguez
Copywriter: Megan Leinfelder
SVP Chief Production Officer: Gary Paticoff
VP Executive Producer: Isadora Chesler
Producer: Angela Pascal
VP Executive Digital Producer: Linda Kim
Associate Digital Producer: Jackie Fuhrman
VP Director of Business Affairs: Maria Del Homme
EVP Management Account Director: Brett Bender
VP Group Account Director: Adam Blankenship
Account Supervisor: Kaelin McGill
Assistant Account Executive: Wynt Curliano
Senior Specialist Digital Strategy: Tyler Sweeney
Music: Walker Music
Executive Producer: Sara Matarazzo
Music Supervisor: Stephanie Pigott
Assistant Producer: Marissa Hernandez
Production Company: Hound Content
Director: Bo Mirosseni