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Honda: Hockey parents

Advertising Agency: RPA, Santa Monica, USA
Creative Directors: Joe Baratelli
Art Director: Joe Baratelli
Copywriter: Pat Mendelson
Photographer: Toshi Oku
Agency Producer: Nick Rogoff
Director of Integrated Production: Gary Paticoff
Production Co: Fools and Horses
Executive Producer: Shelly Townsend
Line Producer: Ed Callaghan
Director: Laurence Thrush
DP: Gary Young
Editorial Company: Spot Welders
Editor: Brad Waskewich
Post Producer: Lisa English
Music Company: Elias Arts
Composer: Jonathan Elias
Sound Design Company: Elias Arts
Sound Designer: John Destefano and Dean Hovey
Visual Effects Company: Sea Level
Visual Effects Director: Chris Noellert
Sound Mix Company: Eleven
Sound Mixer: Jeff Payne
Telecine Company: Company 3
Colorist: Stefan Sonnenfeld
Aired: December 2008

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16 comments

NatalieM's picture
NatalieM
1687 pencils

If we're talking about creative, then this one fell short. However, the production and execution are spot on for what they were trying to do.

Zidor's picture
Zidor
60 pencils

I agree, more a director's ad than a copywriter work.

Guest's picture
Guest

As a hockey guy growing up in Canada, this ad brings me back to morning practice like it was yesterday! I'm sure every other Canuck watching during the playoffs would agree. Great stuff!

Guest's picture
Guest

Very medium budget, late 1990s early 2000 Hollywood look and feel to this somehow.

http://www.stillad.com

Guest's picture
Guest

man, you could have done something so cool about hockey moms. but you blew it and created something pedestrian.

WillBuller's picture
WillBuller
88 pencils

I think the feel is great, the song matches the visuals perfectly. Yes, possibly could have been more creative, but I think its a success.

+---------------------++++++

never stop exploring.

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Guest's picture
Guest

It's not a judge-pleasing, award-snatching ad, that's for sure. But it is a solid piece that'll surely give hockey parents a warm fuzzy feeling when they see it.

Senhora Kolossa's picture
Senhora Kolossa
489 pencils

Bad as a badass

Guest's picture
Guest

nice. well shot. here's another cool hockey I saw recently: http://www.youtube.com/watch?v=dBCpYZZh2QM&feature=related

Guest's picture
Guest

From a hockey dad with a son playing who is about the same age as the kids shown, this is about as spot on about that aspect of our lives as you could make. Will that equate to selling Hondas, I'm not sure.

Guest's picture
Guest

I have never played hockey nor been a hockey parent, but I totally get the message. It seems like it hits on the correct emotion of the audience. I thought it was well executed the first time I saw it on TV.

Guest's picture
Guest

As a parent of both a high school and younger travel hockey player, I can say that I don't think that there's a commercial that I've been able to MORE identify with personally than this ad. It's spot on... and pre-dawn wake-ups, the icy roads, the nasty weather, the coffee, trying to keep warm in a 34 degree rink (did that yesterday). I think it's even better than the MasterCard travel hockey "priceless" ad. This ad really made me smile.

Guest's picture
Guest

I echo the positive comments from earlier posts here....and if I needed a vehicle right now, this ad worked; I would be considering a Honda!

Guest's picture
Guest

Must agree-- ad absolutely captures the yearning-- the hard, beautiful, slightly melancholy state of mind that settles on me and most hockey parents that I know. Gorgeous ad. I hope it sells lots of Hondas (I already own one--brought the hockey gear to the dealer to make sure it would fit).

Guest's picture
Guest

As a hockey dad and former hockey kid, I find this ad quite moving -- the sentiment is expressed without being over-sentimental and the footage is incredibly realistic. I'm not sure whether it will have any effect on people who haven't lived it, but I can tell you it really strikes a chord with the target audience.

Guest's picture
Guest

My 18-year old son, a tough guy hockey player since age 5, watches this ad over and over again with tears in his eyes. Pitch perfect, if you've lived it.

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