Honda’s new “Safety for Everyone” campaign launches with a 60-second commercial that portrays a “what if” vehicle-pedestrian collision. Through emotional storytelling, the spot illustrates what could happen to the lives touched by a pedestrian had it not been for an accident avoided by Honda’s Collision Mitigating Braking System™, part of the Honda Sensing® suite of safety and driver-assistive technology now standard or available on every nameplate Honda in the U.S. market.
Directed by Ringan Ledwidge out of production house Rattling Stick’s L.A. office, “Safety for Everyone” represents Honda’s unique approach to safety — that everyone sharing the road should be able to safely and confidently enjoy the freedom of mobility. With nearly 40,000 lives lost each year due to motor vehicle crashes, Honda is dedicated to not only improving the safety of drivers and occupants of its vehicles, but all road users such as pedestrians, motorcycle riders, cyclists and occupants of other vehicles, with the ultimate goal of eliminating crashes and vehicle-related fatalities completely.
Credits
Client American Honda Motors Inc. Agency RPA Joe Baratelli, EVP/chief creative officer; Jason Sperling, SVP, chief creative development; Mike van Linda, Fabiano De Queiroz, creative directors; David Fredette, Ricardo Gurgel, associate creative directors; Gary Paticoff, EVP, chief production officer; Isadora Chesler, SVP, director, video production; Faye Armstrong, sr. producer; Tina Riccio, video production coordinator. Production Rattling Stick Ringan Ledwidge, director; Adam Arkapaw, DP; Joe Biggins, partner/exec producer; Jeff Shupe, exec producer; Richard McIntosh, head of production; Joey Zadwarny, line producer; KK Barrett, production designer; Nancy Steiner, costume designer. Casting Petite Casting Sara Stanton Editorial Work Editorial Rich Orrick, editor; Marlo Baird, exec producer; Brandee Probasco, producer; Lea Burner, Theo Mercado, assistant editors. Music Soundtree Music Peter Raeburn, composer; Jay James, producer. Color Company 3 Tom Poole, colorist; Ashley McKim, exec producer; Alexandra Lubrano, producer. Online/Finishing The Mill John Shirley, creative director, shoot supervisor, 2D lead artist; Gareth Parr, shoot supervisor; Tim Crabtree, 2D lead artist; Brett Lopinsky, Patrick Dirks, Yukiko Ishiwata, 2D artists; Gillian George, matte painting; Michael Lori, additional tracking; Pete King, exec producer; Dan Love, producer; Justin Rhee, production coordinator. Audio Post Lime Studios Dave Wagg, mixer, engineer; Susie Boyajan, exec producer; Kris Huayta, Mark Nieto, Stephen Fredricks, assistant mixers.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
