In creating Honda’s first branding effort in more than five years, the creative team at Rubin Postaer and Associates, Santa Monica, wanted to celebrate the strong ties Honda owners have with their vehicles. "Honda is number one in owner loyalty," said Rubin Postaer senior VP/creative director/copywriter David Smith. "People tend to own them throughout their lives, and people tend to talk about the cars almost as though they are extensions of themselves. That led us to the thought of how sometimes people’s pets look like them, so what if we showed people whose cars looked like them to get across this point about how much people love Hondas?" The result is the charmingly simple "Cars/People," directed by Malcolm Venville of bicoastal Anonymous Content.
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CLIENT
American Honda Motor Co.
PRODUCTION CO.
Anonymous Content, bicoastal.
Malcolm Venville, director; Jeff Cutter, DP; Dave Morrison, partner/executive producer/commercials head; Lisa Margulis, executive producer; Jon Benet, line producer. Shot at Raleigh Studios, Hollywood.
AGENCY
Rubin Postaer and Associates, Santa Monica.
Larry Postaer, executive VP/director of creative services; David Smith, senior VP/creative director/copywriter; Joe Baratelli, senior VP/creative director/art director; Gary Paticoff, senior VP/head of production/executive producer; Brian Donnelly, producer.
EDITORIAL
The Whitehouse, Santa Monica.
Rick Lawley, editor; Dan Oberle, assistant editor; Sue Dawson, executive producer.
POST
The Syndicate, Santa Monica.
Beau Leon, colorist; Christine Goldby, Flame artist.
AUDIO POST
Play, Santa Monica.
John Bolen, mixer.
MUSIC
HUM, Santa Monica.
Alan Steinberger, composer; Jeff Koz, owner/creative director/composer; Debbi Landon, executive producer.
