RPA, or Rubin Postaer & Associates, came up with the new Honda Crosstour ads. Example below. They’ve been on the air awhile now, and as much as we want to dislike them we can’t. Should we?
First, let’s ask ourselves, “selves, why do we want to dislike this commercial?” Glad you asked — a couple reasons.
A) It’s pretty cartoony, which normally annoys us.
B) It’s a car campaign in a sea of terrible automotive work.
C) This might be the millionth sedan coming from Honda — how many more can they make?
Unfortunately, those age-old arguments aren’t holding up against what is otherwise an entertaining campaign. It simultaneously keeps us interested while extolling the benefits of the Crosstour’s huge ass. Jerks! How dare David Smith, Pat Mendelson, Seth Prandini, Chuck Blackwell and Gary Paticoff do something so audacious?!
This isn’t to say they’ll win awards (we’re not the best judges of that kind of thing), but it certainly shows off the car, somewhat un-annoyingly. What will probably kill it is if it airs 4,000 times per Saturday football game.
We fully recognize that it’s semi-pathetic to say a campaign is good because it’s “un-annoying” — we’re not eager to watch it over and over. If anything, it’s the media buys that’ll kill this work for us. Nonetheless, we’re wont for your opinions. Please share.
Honda Accord Crosstour “Snow Trip” from Elastic on Vimeo.
See more from this campaign, here. Credits after the jump.
More: “Rubin Stays, Postaer Splits”
Advertising Agency: RPA
EVP, CCO: David Smith
SVP, CD: Pat Mendelson
Senior Copywriter: Seth Prandini
VP, ACD: Chuck Blackwell
SVP, Executive Producer: Gary Paticoff
Production/Design Company: Elastic
Director: Andy Hall
DP: Bill Bennett
Live Action Producer: David Wolfson
Executive Producer: Jennifer Sofio Hall
Design Studio: Elastic
Designers: An Nguyen, Henry de Leon, Eunice Kim
VFX/Finishing Company: a52
CG Lead: Max Ulichney
3D Artists: Paulo de Almada, Ian Ruhfass, Christina Lee, John Tumlin, Kevin Culhane, Joe Chiechi
Lead Compositor: Shahana Khan
Rotoscoping: Cathy Gochnour
Producer:Megan Meloth & Sarah Haynes
Music: HUM
Arrangement by: Alex Kemp
Executive Creative Director: Jeff Koz
Executive Producer: Debbi Landon
Song Name: Sunshine Superman
Original Song was Written/composd by Donovan Letich