Tuesday, December 29, 2009

RPA. File Them Under Fu@king Creative Brilliance. Honda 2010 CroosTour Spots and Musical Road by RPA

Well one of things that always excites me is great innovation in advertising.

Animation is always at the top of many of the recent "File Under Fu@king Brilliant" pieces... but these two spots are just the beginning of what I hope will introduce you to one of "game changer" agencies out there. RPA of Santa Monica, California.
These two spots for the the 2010 Honda CrossTour do an amazing job of bringing together a wonderful soundtrack and brilliant and an innovative animation style.

The Boxes Spot:

Creative Director: Pat Mendelson
Writer: Seth Prandini
Art Director: Chuck Blackwell
Director: Andy Hall

Instruments Spots:

Creative Director: Pat Mendelson
Art Director: Chuck Blackwell
Copywriter: Seth Prandini
Director: Andy Hall

Both spots were created by RPA of Santa Monica, California. RPA is a full-service, independently-owned advertising agency founded in 1986 by Gerry Rubin and Larry Postaer.
RPA has flown under my radar, but they won't be for much longer. Their work is nothing short brilliant.

They currently employs approximately 500 associates. RPA based in Santa Monica, it also has offices in Portland, Denver, Dallas, Chicago, Atlanta, Boston and Moorestown, NJ and in 2007 they billed in excess of $1 billion dollars ranking fifth in revenue among U.S. independent advertising agencies.

RPA recently created a brilliant "engagement" ambiant piece that I am still has me shaking my head. Sure, earlier this fall the YouTube video that caught everyone's attention was the VW Musical Stairs "Fun Theory" from Sweden. I see that as brilliant... I recall one of my favorite LP titles (remember them... long before the CD) as a youth was from REO Speedwagon, "You Can Tune A Piano, But You Can't Tuna Fish". Well, damned if this piece of creative brilliance doesn't ask the question, "You Can Tune A Set of Stairs, but How Do You Tune A Road?"

The piece simply put is a game changer. What more can be said.

A behind-the-scenes look at the making of the Honda "Grooves" TV spot. Part 1 of a series of 5 available on YouTube.

The Civic has always been about connecting drivers to the road. They sure know their 1 + 1 = 3

Part One:

Part Two:

Part Three:

Part Four:

Part Five:

BTW... a must visit is their website, it's pretty awesome too!

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