Hockey parents

Agency Network: 
December 2008

Also From This Campaign 2


Film advertisement created by RPA, United States for Honda, within the category: Automotive.

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
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NatalieM's picture

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.

Activity Score 1685
Topolewski |


Zidor's picture

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

Activity Score 60
Guest's picture

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

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

Guest's picture

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

WillBuller's picture

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.

Activity Score 88
Art Director at URBAN FINCH - Lincoln, Ne |


never stop exploring.


Guest's picture

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

Bad as a badass

Senhora Kolossa
Activity Score 483
Jung von Matt
Guest's picture

nice. well shot. here's another cool hockey I saw recently:

Guest's picture

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

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

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

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

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

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

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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