Feature filmmaker (Up in the Air, Juno) Jason Reitman directed this spot for the 2016 Honda Pilot Elite via production house Bob Industries for agency RPA. Titled “Even Better,” the :60 thrusts us into what starts as a boring, mundane road trip. However, inside the Pilot, momentum builds for a song which family members begin to sing until they have a collective festive chorus.
This shared family moment features the classic song, Weezer’s “Buddy Holly,” that connects with parents and kids alike. The first notes are immediately recognizable by Honda’s target buyers who now have families of their own, and who remember that song from happy days of their youth.
Credits
Client Honda Agency RPA Joe Baratelli, executive VP, chief creative officer; Jason Sperling, sr. VP, executive creative director; Ken Lin, creative director/art; Sarah May Bates, creative director/copy; Audrey Attal, Forrest Boleyn, sr. copywriters; Dalit Saad, art director; Dennis Haynes, jr. art director; Megan Leinfelder, jr. copywriter; Gary Paticoff, sr. VP, chief production officer; Isadora Chesler, VP, executive producer; Tracy Jones, Phung Vo, producers. Production Bob Industries Jason Reitman, director; TK Knowles, John O’Grady, Chuck Ryant, exec producers; Bart Lipton, unit production manager; Eric Steelberg, DP. Editorial Spotwelders Haines Hall, editor; Oli Hecks, assistant editor; Evan Cunningham, producer; Caroline Sanborn, exec producer. VFX/Finishing Shipping + Handling Casey Price, creative director/lead; Lauren Riedel Nishikawa, Flame artist; Lisa English, sr. post producer. Postproduction Company 3 Dave Hussey, colorist. Audio Post Lime Studios Loren Silber, Dave Wagg, mixers. Music Song: Weezer, “Buddy Holly”
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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