Car’s feature prevents devastation for many in RPA spot directed by Ringan Ledwidge

By Alexandra Jardine



Editor’s Pick


Honda’s latest car safety campaign depicts the ripple effect of a collision, and how a crash doesn’t just affect the victim, but a host of other people.

Created out of RPA and directed by Rattling Stick‘s Ringan Ledwidge, the spot centers on “Mark,” a guy whose presence has a positive effect on many lives around him. As we see Mark about to cross a street, we hear from his wife, who says he’s the “best husband and father you could ask for,” as well his sister, his best friend, his nephew, boss and others, who all bear witness to what a great guy he is and what he does for them. At this point, we see a Mark about to collide with a car—suggesting a loss that’s about to ruin the lives of the many we just heard from.

But ultimately, the spot shows the Honda vehicle breaking sharply as it approaches Mark on the pedestrian crossing, demonstrating the brand’s Collision Mitigating Braking System and how it can not just save his life, but spare others from tremendous heartache.

Additionally, Honda will roll out a safety-focused social media campaign next month that features actual Honda customers who have benefited from its safety technologies. The stories were taken from customers’ social media posts and letters Honda has received from thankful customers.

The ad is also a reminder of how far automotive safety features have come in the last decade. Remember VW’s “Safe Happens” campaign from CPB, which shockingly showcased the importance of airbags?


Date: Sep 23, 2019
Client: Honda
Agency: RPA
Director: Ringan Ledwidge
Production Company: Rattling Stick


Read the original article HERE.