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Honda's Gil The Crab Headed To Large Game

Continuing the brand momentum of Honda's award-winning "Element and Friends" campaign, RPA, the company's longstanding agency of record, collaborated with Gil "The Crab," the Honda Element's famous friend, to create a "super new large game commercial" scheduled to debut on Sunday, Feb. 4.

Determined to hand-deliver the master tape of his new spot to Miami, Gil announced his road trip plans last week and admitted his Madden-like fear of flying on his MySpace page (www.myspace.com/crab). He then sends out a bulletin to his nearly 100,000 MySpace friends to generate interest in his road-trip adventures with the Element, posts exclusive "large game"-related downloads, a :05 spot (a commercial for his new commercial) and a new "Surf and Turf" old-school football game that pits Gil against the Element (also found on Gil's MySpace page). Chronicling his road trip from Jan. 25 through Feb. 5, Gil finally arrives in Miami a bit too late thanks to several misadventures, including hitchhiking and rescuing a dog along the way.

Dismayed and determined to bask in post-"large game" commercial glory, Gil will bulletin his MySpace friends on the Monday after the game with the new, unaired spot animated by W!LDBRAIN that will also be posted on YouTube and his MySpace page. "Pig Pong," a new game inspired by the new spot, will also be linked in his bulletin.

Fiscally efficient, this extension of the "Element and Friends" campaign featuring Gil "The Crab" is designed to generate buzz across Gil's MySpace page, the "Element and Friends" website and www.savethecrab.com, which all gained in popularity last fall.

RPA's "Element and Friends" advertising campaign was launched in the fall of 2005 and was integrated across television, radio, the Internet and print. The campaign won MIXX's "Best in Show," the inaugural Yahoo! Search Light award, given for the most creative use of paid search in a broader advertising campaign, and the Yahoo! Big Idea Chair.

Credits include:* Creative directors: David Smith & Joe Baratelli* Art director: Chuck Blackwell* Copywriter: Camille Sze* Exec producer: Gary Paticoff* Interactive creative director: Tom Roberts* Interactive art director: Bang Pham & Ariel Shukert* Interactive copywriter: J Barbush & Lauren Smith* Interactive production manager: Laurie Slaven* Interactive project manager: Patrick Z

Founded in 1994, W!LDBRAIN (www.wildbrain.com) is an award-winning entertainment company that develops and produces unique and compelling content across the media spectrum.

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Rick DeMott
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