Honda Odyssey Video Breaks on MinivanCampaign.com in (Non-Com)mercial

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MinivanCampaign.com launches with an experimental video and the notion that "A Family Man is Still a Man."

Minivan Campaign

A family man is still a man.

We’re the little guy - the driver - who’s legitimately interested in car culture and happen to work in marketing. The car companies market themselves perfectly well, but we wanted to put our voice out there on some level.

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The 2012 Honda Odyssey will soon do battle for its rightful place in the American minivan consumer consciousness. For the moment, however, an argument for the car is being made on MinivanCampaign.com. The site, “built by minivan owners for minivan owners,” is brand-agnostic. An equal-opportunity endorser unaffiliated with any carmaker, it focuses on one subject at a time. It launches today with its sights set on the Honda Odyssey, and the release of a YouTube video.

“This started when a young guy in our office said, ‘I will never, ever drive a minivan,’” said Justo A. Diaz, CEO/Partner at creative marketing agency Raging Artists, which created the site and video. “I wondered why that is, why the idea of being a family man was so frightening to him.” Diaz, who served as Creative Director on the project alongside (CCO/Owner) Hesh Rephun and (CFO/Partner) Ernie Noh, envisioned a day in the life of “a real family man.”

“We’re the little guy - the driver - who’s legitimately interested in car culture and happen to work in marketing,” Diaz explained. “The car companies market themselves perfectly well, but we wanted to put our voice out there on some level.”

While the immediate plan was to shoot a non-commissioned piece, the team decided it would be fun to build a site dedicated to minivan marketing. With that, http://www.MinivanCampaign.com was born. The site encourages minivan owners to submit their own videos and stories, and as it is not commissioned by any carmaker, it is an open and honest forum.

The video - directed by Tim Damon of Square Planet and with original music by David Della Santa of Volume Music + Sound - follows a day off in the life of Nick, who is petitioned by his wife to take care of one thing: get the car washed. It is a simple enough request, but one that is not honored immediately. Spontaneity is the order of the day, with the driving range, videogames, and a paintball face-off all on the agenda. “Responsibility often suggests a lack of inspiration,” said Rephun. “We wanted to remind people that knowing where you’re going to end up doesn’t have to take the fun out of getting there.”

Diaz described today’s family man as akin to cavemen, who “went out to hunt and gather. We’re still doing the same thing. We’re not expected to take orders, which is so often the implication of the downtrodden, henpecked husband. We’re expected to take care of our families. And we do that best by respecting the caveman inside. A Family Man is Still a Man.”

As the lyric of the video’s track, “Day of the Hunter,” points out:
Started with original raves, inspired by pain
Smaller bodies, bigger brains
We partied in caves (I’m just a man)
Respect the meat, we kill what we eat, no shame, no blame, no two days were the same
And we loved the game

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Marjorie Giberson
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