The most prominent story regarding Secret Weapon during the Super Bowl concerned how David&Goliath, the new AOR for its longtime client Jack in the Box, has retained mascot Jack while replacing his voice–which was formerly that of SW founder and Jack creator Dick Sittig–with a pun-loving American bald eagle named Nathaniel Caw.
Anyone up for a cup of caw-fee?
— Nathaniel Caw (@JackBox) February 8, 2016Advertisement
Secret Weapon, however, did not sit out this year’s game. It produced its third consecutive regional spot for longtime client Southern California Honda Dealers.
While Helen Mirren was warning Budweiser superfan Peyton Manning and all other Sunday night drunks to avoid getting behind the wheel lest she turn her nose up at their irresponsible antics, SoCal Honda had a more practical solution: call an Uber.
That was pretty much self-explanatory. We assume the Uber rates in L.A. were less extreme than those in San Francisco, but the partnership definitely makes sense.
This guy, for one, admitted that he was in no state to drive home after the game.
— Alex Gomez (@ajgomez) February 8, 2016
The client has long been involved in these being nice just because we feel like it projects, and the larger campaign has run for nine years since Secret Weapon won the business in 2006. In the past, SoCal Honda has “showed up at gas stations with tanker trucks full of free gas for Honda drivers, hosted pet adoptions, fed the homeless, built bikes for deserving kids,” and even bought a wedding dress for a bride-to-be (?).
We’re still curious to know how much money SoCal Honda spent on the “thousands” of UberX rides, but the strategy seems to work for them.
Creative Agency: Secret Weapon
Creative Director: Rick Sittig
Associate Creative Director: Leah Dieterich
Associate Creative Director: Mike Alfaro
Art Director: Gera Guillen
Art Director: Noah Meadors
Copywriter: Jeremy Graham
Executive Producer: Fiona Forsyth
Executive Producer: Randy Zook
Assistant Producer: Jed Firestone
Managing Director: Patrick Adams
Group Account Director: Brock Anderson
Account Supervisor: Saro Karagueuzian
Senior Account Executive: Landon Manjikian