Baker Street’s new integrated digital and broadcast campaign for Northern California Honda Dealers is arguably our finest moment, resulting in the most inspiring and effective Tier 2 Auto Dealer Association advertising in the country, helping our Clients outpace all competition in the region.
The campaign delivers relevant consumer benefits, an enticing and urgent, yet thoughtful offer, all wrapped in an emotional story worth watching, magnified by the importance of family: “Honda is Family. Ask Anyone Who Owns a Honda.” And it was built, brick by brick, using Baker Street’s proprietary process of discovering behavioral opportunities and measuring a benefit’s ability to lift consumer interest, then creating clever, emotional work that people remember and respond to at rates that outpace the industry average.
“Father and Son” :30 — An epic road trip turns into a 15-year-long tradition. And the Honda Accord is always there. But blink and you’ll miss it.
“Neighborhood Pride” :41 — An entire neighborhood reminisces as a 16-year-old embarks on her first solo drive down the street she was raised in a new Honda Civic.
“Winning on the Road” :30 — A team of undersized basketball players gain a competitive edge from the superior sound system of a Honda Pilot.
“Save the World” :30 — This is Susan. Susan really, really, really, really cares about the environment. Susan drives a Honda Insight Hybrid.
Credits, Baker Street Advertising:
Co-Chairman/CEO/Strategist: Don Donovan
Co-Chairman/Founder: Jack Boland
Chief Creative Officer: Brian Bacino
Copywriters: Brian Bacino/Lesly Pyle
Art Director: Ken Woodard
Producer: Brody McHugh
Director of Client Solutions: Christine Rodriguez
Senior Account Executive: Sarah Danaher
Media Director: Glenn Yajko
Broadcast Director: Shelly Kalianis
Media Supervisor: Jena Benzel
Senior Broadcast Media Buyer: Cel Vital Bella
Assistant Media Buyer: Indira Valladeres
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Colorist: Chris Martin, Mission Film & Design
Flame Artist(s): Ethan Chang, Deron Hoffmeyer, Ntropic
Executive Producer: Luke Watson, Ntropic
Producer: Emily Rivvers, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording