HONDA SUPER BOWL
AGENCY: SECRET WEAPON
RICK/DICK SITTIG'S AGENCY
ROLES: ACD, ART DIRECTOR, WRITER, ILLUSTRATOR, PHOTOGRAPHER, CASE STUDY BUILDER, LONG COMMUTE RIDER
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, 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.
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
KEY TAKEAWAYS
• 8,816 RIDES HOME & 73,605 MILES DRIVEN
• 1.1 MILLION SOCIAL MEDIA POSITIVE IMPRESSIONS
• RECEIVED COVERAGE ON EVERY NETWORK NEWS OUTLET IN SOCAL
How do you help on one of the
most dangerous nights to drive?
It’s simple, you give everyone a safe ride home.
THE HELPFUL BOWL
2017
KEY TAKEAWAYS
PRESS IN ADWEEK!
1,011% WEBSITE VIEWS • 404% SOCIAL ENGAGEMENT • 54 MILLION TOTAL IMPRESSIONS
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.
THE HELPFUL HUNT
2018
KEY TAKEAWAYS
OVER 4,000 SUBMISSIONS IN FIRST HOUR & 230,000 SITE VISITS
OVER $275K OF FREE MEDIA AROUND GAME
EVERY WINNER RECEIVED FREE PRESS, AND WE STRETCHED THIS SUPER BOWL IDEA WITH ENGAGEMENT FOR FIVE MONTHS
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 for someone who’s been extremely Helpful.
A silent Super Bowl spot launched a scavenger hunt that brought in over 20,000 submissions from people nominating someone they felt deserved a new Honda. We chose seven.
Each winner got a mini-doc told through the words of the person who nominated them. None of them knew a new car was coming, and in the end, their nominators got to hand over the keys.
Normally, a brand telling emotional stories like these could feel a little forced. But we weren't telling the stories. They were. We were just there to help.
SOME OF THE WINNERS
WORST COMMUTE
2019
How do you get all of LA talking? Ask the question everyone loves to complain about: Who has the worst commute?
Knowing it would spark debate, I built a webpage showing a stream of cars stuck in freeway traffic. Each one represented a real commuter who submitted their drive.
We picked three winners and filmed Honda team members riding along on their brutal routes. At the end, we handed them the keys to a new Honda hybrid to make the drive a little less painful.
Local stations picked up the story. Some even came back to cover the winners.
