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LOS ANGELES Faced with relaunching the Honda Pilot SUV with gas prices rising and car sales declining, RPA’s Eric Helin (copy) and Nathan Crow (art) chose to humorously emphasize new features in a campaign that presents the vehicle in a series of bizarre situations.
The most obvious comedic turn starts Thursday. NBC’s Last Comic Standing and RPA developed a “Last Driver Standing” contest in which comedians (not ones appearing on the show) perform comedy routines inside a Pilot, with the host sitting in the passenger seat and an “audience” piled in back.
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