Honda - "Ninja"

RPA

RPA Santa Monica, Estados Unidos

10355

Marca: Honda
País: Estados Unidos

Anunciante: Honda Motor Co., Ltd.

Título	Ninja
Agencia	RPA
Campaña	2012 Honda Civic
Anunciante	Honda Motor Co., Ltd.
Marca	Honda
Fecha de primera difusión/publicación	2011 / 4
Producto	Civic
Sector Empresarial	Automóviles
Sinopsis	To bring attention to the variety of different Civic models and the idea of "To Each Their Own," the campaign features five distinct characters. Each represents a different model and shows that there's a Civic right for each person, no matter who-or what-you are. The Ninja, Aiko, is cute, innocent and deadly. A martial-arts phenom who's partial to red licorice and arcade games, she pairs well with the high-energy performance of the Si model.
Problema	Featuring the widest array of choices (Coupe, Sedan, Hybrid, performance Si, fuel-efficient HF or Natural Gas) available in its class, the 2012 Civic is the most personalizable compact on the market. The intelligent Multi-Information Display (i-MID) lets each Civic driver control what's important to them like their audio preferences (including iPod library), available navigation-system turn-by-turn direction system, fuel-economy readings. Drivers can also manage vehicle functions that can be personalized (e.g., door locks, headlights) and displays such as personalized wallpaper. "The Civic gets credit for being established, trusted, well-known and reliable. The challenge with this campaign is to get Gen Y to give Civic credit for being inventive and cool. To turn some of these perceptions into thinking of Civic as well-designed, trendy and technologically advanced," said Tom Peyton, senior manager, national advertising, American Honda Motor Co., Inc.
Medio	Televisión y Cine
Montaje	Final Cut
Director ejecutivo de creación	Joe Baratelli
Director del grupo de creación	Jason Sperling
Director creativo	Nathan Crow
Director creativo	Adam Lowrey
Director creativo adjunto	Jamin Duncan
Director artístico	Jamin Duncan
Responsable de conceptos / redactor	Sarah Bates
Productor ejecutivo	Gary Paticoff
Productor	Brian Donnelly
Assistant producer	Faye Armstrong
Productora	Smuggler
Realizador	Guy Shelmerdine
Productor ejecutivo	Brian Carmody
Productor ejecutivo	Patrick Milling-Smith
Productor ejecutivo	Lisa Rich
Productor ejecutivo	Laura Thoel
Productor delegado	Jay Shapiro
Director de fotografía	Paul Cameron
Director de fotografía	Kris Kachikis
Jefe de decorados	Brock Houghton
Costume Designer	Casey Storm
Monster Costume	Legacy FX
Montador	Rick Russell