Honda: Million Mile Joe's Surprise Parade

Getting to a million miles isn't typical. But neither is Joe. See his remarkable story: Joe just reached one million miles in his 1990 Honda Accord! To celebrate this extraordinary feat, we surprised Joe with an over-the-top parade in his honor. Watch what happened. Way to go, Million Mile Joe! Driving a Honda for a million miles is an extraordinary feat. So how did Joe do it? For starters, he's read and followed his owner's manual and maintenance schedule to the letter. He's also a stickler for fluids, he checked them weekly, switched them seasonally (10W-30 in summer and 5W-30 in winter), and changed them every 5,000 miles. He's been loyal to the same brand of oil and never let it go below a quart low. You know how most people let their fuel go to almost empty? Joe never did. He's also a creature of habit, using only Honda air, oil and fuel filters. Joe never rode heavy on the brakes, and changed the fluid every few years. He's also replaced the fuel pump, both cooling fans and the radiator twice. Besides his fastidious maintenance, Joe's Accord made it to one million miles because he's loved it. He's treated it with respect and always drove it responsibly. In fact, Joe has only gotten one speeding ticket in a million miles-that must be some kind of record. When it comes to driving, Joe's the man.

The one-block-long celebratory “Million Mile Joe” parade featured:
--giant odometer float powered by six people spinning life-sized hamster wheels;
--airplane banner congratulating Joe;
--Biddeford High School student-made floats;
--Westbrook High School marching band and color guard;
--Saco Middle School Marching Band;
--Shoestring Theater stilt walkers; and
--over-the-top costumed characters.

Advertising Agency: RPA, Santa Monica, USA
Executive Creative Director: Joe Baratelli
Group Creative Director: Jason Sperling
Associate Creative Director: J Barbush
Art Director: Brian Farkas
Copywriter: Tylynne McCauley
Executive Producer: Gary Paticoff
Producer / Director: Mark Tripp
Production Coordinator: Tracy Chaplin
Assistant Producer: Faye Armstrong
Editorial Company: Butcher Edit
Executive Producer: Rob Van
Editor: Teddy Gersten
Assistant: Zac Dych
Published: October 2011