SOCAL HONDA BIG GAME ADS
AGENCY: SECRET WEAPON “Rick sittig’s agency”
ROLES: ACD, ART DIRECTOR, WRITER, ILLUSTRATOR
The SoCal Honda Dealers don’t have $5 million for Super Bowl spot productions, so when they bought the media we had to be smart with every dollar.
One year, we gave free Uber rides on the deadliest night for driving. Another year, we skipped a game ad entirely but still got everyone talking by turning ad cliches into a donation game—raising over $300K for the Boys & Girls Clubs of SoCal.
We ran a nearly silent ad that was actually a secret scavenger hunt, drawing 20,000 nominations for someone deserving of a new car. We awarded the worst commute in SoCal, let people tackle our mascot to erase student debt, and had high school coaches catch money balls from ex-NFL (& USC) QB Mark Sanchez.
Every time, we made headlines, earned over hundreds of thousands in free media and proved you don’t need a Super Bowl sized budget to win the Big Game.
UBER | 2016
How do you help on one of the most dangerous nights to drive? You give everyone a safe ride home.
KEY TAKEAWAYS
• 8816 rides home
• 73,605 miles driven
• 1.1 Million social media positive impressions
• RECEIVED COVERAGE ON EVERY
NETWORK NEWS OUTLET IN SOCAL
THE Helpful Bowl | 2017
How do you stay on everyone’s minds during the big game? You turn every predictable Super Bowl ad cliche into a donation for the Boys and Girls Club.
KEY TAKEAWAYS
• PRESS IN ADWEEK!
• 1,011% Website views
• 404% Social Engagement
• 54 million total impressions
THE Helpful HUNT | 2018
How do you cut through the noise of the loud and flamboyant ads on the night of the big game? You run a silent ad that’s actually a scavenger hunt to win a new car.
KEY TAKEAWAYS
• Over 4,000 submissions in first hour
• 230,000 site visits
• over $275K of free earned media
• EVERY WINNER RECEIVED FREE PRESS
A COUPLE OF
THE WINNERS
We received over 20,000 submissions and chose seven winners. Each got a surprise new car and a mini-doc told their story, through the words of the person who nominated them. These were all real people, with no idea what was coming. Normally, a brand might feel out of place telling stories like this—but in our case, we didn’t. They did. And yes, the nominators got to hand over the keys.
THE WORST COMMUTE | 2019
How do you get all of LA talking? You ask a question everyone likes to complain about “Who has the most miserable drive to work?”
DO YOU HAVE THE WORST COMMUTE?
We knew not everyone would agree with the “worst commute” crowned in our Super Bowl spot, so we launched a site where people could submit their own. We picked three more winners, rode along on their brutal commutes, and surprised them with a new hybrid or electric car to make things a little less awful.
The videos turned out fine. The drives were terrible. But the real win? Each surprise got its own round of press. Here’s the coverage:
THE LAST TWO
We were filming the remaining winners for Tackle Your Student Debt when the pandemic hit.
The Sanchez spot was what it was—but hey, we still got some nice press out of it.
