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SBD/February 1, 2012/Marketing and Sponsorship
The Winning Drive: Super Bowl XLVI Broadcast Will Feature 14 Car-Related Ads
Published February 1, 2012
BEHIND THE SCENES: ADWEEK’s David Griner reported Honda's “pitch-perfect homage to ‘Ferris Bueller's Day Off’ has quickly become one of the most talked-about Super Bowl ads in recent history. RPA Exec VP and Exec Creative Dir Joe Baratelli, whose California-based agency created the ad, said that the agency “wanted an ad that celebrated the redesigned Honda CR-V as a car for enjoying life, not just for running chores.” Baratelli: "The film embodies the theme of getting out and doing stuff. And our client saw the potential of tapping into the fandom of ‘Ferris Bueller's Day Off’ for the Super Bowl. We started talking with Paramount and Broderick's people and decided we wanted a feature comedy director. That's when Todd Phillips came on board, all the while improving the script. We all wanted to be respectful of the original movie.” Griner noted one of the “subtle ideas that keeps the spot from sullying the original movie is that it's not actually a sequel” to “Ferris Bueller's Day Off.” Baratelli: "It was always Matthew Broderick. We felt it was more interesting and believable to have it be about him, as an actor, paralleling the movie. A real person skipping work and having an adventure fit in with the campaign and the Honda brand better, rather than trying to recreate the Ferris Bueller character" (ADWEEK.com, 1/30).