Creativity

Honda Suggests Teens Have a 'Designated Texter' in This Parody Rap Video

Social Campaign Is Aimed at Millennials During Distracted Driving Month

By Alexandra Jardine. Published on Apr 19, 2017

Editor's Pick

For "Distracted Driving Month" this April, Honda is suggesting drivers' phones should be handed over to the "Designated Texter" while at the wheel.

According to the brand, millennial drivers report the highest rates of texting (74 percent) and checking social media sites (36 percent) while driving. So, agency RPA created a parody rap video aimed at this age group, designed to be shared on social media. It features a pair of teens (who remind us, somehow, of the lead characters in "Bill and Ted's Excellent Adventure" with a bit of Lonely Island thrown in) rapping about the joys of handing over your phone so your friend can post all your social media updates.

The video, which will be accompanied by a variety of gifs and memes, will be shared and promoted on Honda's social media channels. Bo Mirosseni at Hound directed the film.

"Honda believes it's critically important we continue to educate consumers about safer driving habits, especially with so many young drivers with cell phones behind the wheel," said Ernie Kelsey, senior manager of regional, social and experiential marketing at Honda, in a statement. "Distracted driving is a serious issue, but we hope with this "DT" campaign we'll get the attention of young drivers to address one portion of the issue…and make it cooler to hand over your phone to your passenger than to attempt to text or take photos themselves."

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About

Credits

Date
Apr 19, 2017
Agency:
RPA
Client:
Honda
EVP Chief Creative Officer:
Joe Baratelli
SVP Executive Creative Director:
Jason Sperling
Creative Director:
Fabiano de Queiroz
Creative Director:
Mike Van Linda
Art Director:
Lexi Rodriguez
Copywriter:
Megan Leinfelder
SVP Chief Production Officer:
Gary Paticoff
VP Executive Producer:
Isadora Chesler
Producer:
Angela Pascal
VP Executive Digital Producer:
Linda Kim
Associate Digital Producer:
Jackie Fuhrman
VP Director of Business Affairs:
Maria Del Homme
EVP Management Account Director:
Brett Bender
VP Group Account Director:
Adam Blankenship
Account Supervisor:
Kaelin McGill
Assistant Account Executive:
Wynt Curliano
Senior Specialist Digital Strategy:
Tyler Sweeney
Music:
Walker Music
Executive Producer:
Sara Matarazzo
Music Supervisor:
Stephanie Pigott
Assistant Producer:
Marissa Hernandez
Production Company:
Hound Content
Director:
Bo Mirosseni
Executive Producer:
Joby Barnhart
Executive Producer:
Jamie Miller
Executive Producer:
Missy Galandia
Producer:
Michelle Larkin
Production Manager:
Lauren Solie
Production Coordinator:
Anna Dale-Meunier
Editing Company:
Rock Paper Scissors
Editor:
Zoe Mougin
Assistant Editor:
Gladys Bernadac
Head of Production:
Shade Shariatzadeh
Executive Producer:
Rana Martin
Managing Director:
Linda Carlson
Visual Effect Company:
A52
Color:
Paul Yacono
Flame:
Chris Riley
Flame:
Gabe Sanchez
Producer:
Jenny Bright
Head of Production:
Kim Christensen
Executive Producer:
Patrick Nugent
Managing Director:
Jennifer Sofio Hall
Lead Community Manager:
Samantha Hawkins
Associate Community Manager:
Taylor Griffin

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