Raging Artists Reimagines Honda Odyssey Minivan Campaign

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Raging Artists launches a spec campaign featuring the Honda Odyssey. As its title suggests, the premise is that "A Family Man is Still a Man."

We are beloved by our families in part because of our instinct to slay dragons, to hunt and gather, to protect our loved ones. That's what being a man is all about. Why diminish or suppress those instincts? A minivan driver isn't a eunuch.

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Los Angeles-based creative marketing agency Raging Artists has launched a simulated 2012 Honda campaign that offers an alternative approach to targeting the minivan buyer.

“The Van Beckons,” for example — from the carmaker’s 2011 Odyssey campaign — depicted a family man clinging to his lost youth. With its new video, Raging Artists sought to convey the notion that “A Family Man is Still a Man.” The spot was directed and shot by Tim Damon of Square Planet and features original music by composer David Della Santa of Volume Music + Sound.

“As a dad with three little girls who owns two Honda minivans, I had a genuine interest in creating an alternative Web video (http://ragingartists.com/?p=7091) that would illustrate the real-life excitement that goes along with being a family man,” said Justo A. Diaz, CEO/Partner at Raging Artists.

Diaz added that while marriage and family is more often than not typecast as the demise of fun and friendship, it is not an idea that most men are attracted to. Rather, they love their families, friendships and freedoms and would rather see an ad that can more effectively and accurately reflect this concept: “We are beloved by our families in part because of our instinct to slay dragons, to hunt and gather, to protect our loved ones. That's what being a man is all about. Why diminish or suppress those instincts? A minivan driver isn't a eunuch. No offense to eunuchs, of course, who have a sacred and pivotal place in history.”

The Raging Artists agency is one driven by creativity and inspired by the courage of its clients.

Recently, they have begun to move beyond the realm of basic public relations and marketing work. In order for the company to fuel their own creative output, RA launched the YouTube channel RagingArtistsTV on August 4, 2011. The channel features original video content covering a variety of topics that the agency finds relevant or interesting. The debut video is a group review on the movie Transformers 3: Dark of the Moon called “Transformers 3 Hits $1 Billion.” The intent of the channel is not only to create videos that people are interested in, but also to flex creative muscles without boundaries. “Successful advertising comes from a desire to create something that people will enjoy and remember,” said Raging Artists CCO/Owner Hesh Rephun. “Whether it’s MinivanCampaign.com or RagingArtistsTV, creating something outside the confines of a commissioned project is freeing. It keeps us sharp and it speaks to the ever-changing landscape of the advertising industry.”

“Raging Artists’ mandate is to live in the future,” said Diaz, who uses the term “double braining” to describe the agency’s unique approach of combining art and technology into their marketing strategy. “Clients turn to us because we have a knack for looking around the corner and making what we find there interesting, funny, or compelling. We’re not interested in what was or what could have been, we are focused on what can and will be. We are gamblers: we study the present and bet on the future.”

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Marjorie Giberson
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