What it isn’t

Agency Network: 
April 2011


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

Advertising Agency: RPA, USA

Senior V.P., Executive Producer: Gary Paticoff

Producer: Jennifer Weinberg

Senior V.P., Group Creative Director: Jason Sperling

V.P. Creative Director: Chuck Blackwell

Assoc. Creative Director / Copywriter: Ken Pappanduros

Senior Art Director: Hobart Birmingham

Copywriter: Perrin Anderson

Brand Communications Manager: Rose McRitchie

Senior Account Executive: Emma Giorgi

Production Company: Motion Theory

Directors: Mathew Cullen, Chris Riehl

Executive Producer: Javier Jimenez

Line Producer: Anna Joseph

Director of Photography: Mike Fitzmaurice

VFX Company: Mirada

Creative Director: Mathew Cullen

Art Director: Chris Riehl

Director of VFX: John Fragomeni

Post Producer: Scott Boyajan

Designer / Animators: Thomas Kurniady, Jose Hernandez

On-Set Digital Fx Supervisor: Marion Spates

Compositors: Andrew Ashton, Marion Spates, Chase Bickel, Brett Reyenger, Peter Sidoriak,

Tracking: Colin Cromwell, Jared Sanders

Rotoscope Artists: Elissa Bello, Zac Chowdhury, Megan Gaffney, Carlos Rosario, Jackie Shibles, Midori Witsken

Flame Artists: Danny Yoon, Duy Nguyen

Production Manager / HR Director: Tina Van Delden

Production Assistant: Michael Ross

Editorial Company: Mirada

Editor: Mike Merkwan

Assistant Editor: Jeff Aquino, Rigoberto Madrigal
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Oblabla's picture

i find it rubbish. it tries to be emotional but it ISN'T and the copy is very poor. I'm quite disappointed with honda... I've seen way better!

Activity Score 292
copywriting trainee at Reputation/Publicis/Leo Burnett Copenhagen |


sirvan's picture

I liked it. Different.

Activity Score 29754


"I love some things, and don't love some other things."

JeffP's picture

It's not much

Activity Score 802
Marketing Manager at TomTom
Prof's picture

man this is bad. trying so hard to appeal to youngsters with this garbage music and cute editing. the isnt is pointless and confusing. there is no concept behind it, you can say whatever you want. and even if there were a half assed one, it would be beyond weak. the copy is just plain sad. i really hope 99% of it was stock footage, or else you spent a lot of $$$ on useless junk.

Activity Score 1421
Copywriter |

Quite really.

dadada's picture


Activity Score 1708
Art Director |

Everybody is creative, be yourself.

everartz's picture

if (what isn't ) + (what is ) = (√ honda what is) + (what isn't - what is) ==> honda is what the hell??

Activity Score 7571
Art Director |

| everartz |

kleenex's picture

You nailed it....

Activity Score 57557
Web Designer/Developer
AdBuzzer's picture

I'm sorry but all the film I was awaiting some compelling statement what Honda actually is and all I got was a slick packshot with some rubbish copy.

Activity Score 1146
Marketing Manager |


F.Abboud's picture

Oblabla said it well! It is Rubbish, a different rubbish!

Activity Score 216
Dr_Mudler's picture

waste of clients money

Activity Score 169

-The Color of Life Depends on You-

Glut's picture

so bad, really bad

Activity Score 3907
Public Relations at Glut. Ideas Boutique.
Beamen's picture

Too long and I dislike ads for cars that compare things that've nothing to do with a car!

Activity Score 225
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