SOCAL HONDA SUPER BOWL

The SoCal Honda Dealers have been part of a 10+ year campaign where instead of being jerk car salesmen, SoCal Honda Dealers are Helpful®. I started working on the account in 2015 when the campaign shifted to surprising people all over SoCal with "Random Acts of Helpfulness". The agency makes six spots (three general market/three Hispanic market) almost every month which means I’ve worked on… [quick calculator math] over 200 spots during my time at Secret Weapon. Here are three Super Bowl, I mean Big Game, ideas I really played a major role in developing/executing and to be honest some of my favorite spots.

2016 - FREE RIDES

While most car and alcohol brands during the game just talk about people getting home safe we actually gave anyone who wanted one in SoCal a free ride home. We submitted it to Cannes, they ignored it.  

SECRET WEAPON
Copywriters: Jeremy Graham & Mike Alfaro
Art Directors: Gera Guillén & Noah Meadors
ACD: Leah Dieterich
CD: Rick Sittig

2017 - THE HELPFUL BOWL

The Super Bowl is full of entertaining ads and dare I say full of clichéd ads. We attached dollar amounts to a bunch of different ad clichés, when one popped up we tallied it and at the end of the night we donated the total to the Boys and Girls Clubs of Southern California. Always love being able to spin a productive campaign into a $300,000+ donation to kids all over SoCal. We also submitted this to Cannes, they ignored us again.

SECRET WEAPON
Copywriters: Shaun Oppedisano & Mike Alfaro
Art Directors: Gera Guillén & Noah Meadors
ACD: Leah Dieterich
CD: Rick Sittig

2018 - THE HELPFUL HUNT

The big game is loud, every ad is cranked to 11. This ad stood out by being the opposite, it also had a hidden surprise. There was website hidden in the spot, it lead to a questionnaire where people could find the answers in the spot, if they answered the questions correctly they could nominate someone they felt deserved a new car. Such a weird idea that lead to over 20,000 submissions. What car brand can tell stories of so many different types of people and situations that ranged from a two best friends donating sharing a kidney to a police officer caught in the fire of one of the worst mass shootings in US history?
I don’t think we submitted this one to Cannes, but who needs them when you know the work is producing amazing results.

SECRET WEAPON
Copywriters: Shaun Oppedisano & Gera Guillén
Art Directors: Noah Meadors & Enrique Alvarado
ACD: Mike Alfaro
CD: Rick Sittig