Join a Conversation Headed for Catastrophe in Honda’s Anti-Texting Ad

A cautionary tale, told through emoji

Headshot of Alfred Maskeroni

On the heels of the National Highway Traffic Safety Administration's sobering scenario announcing National Distracted Driving Awareness Month, Honda and agency RPA bring us the latest campaign in the effort to curb texting and driving. 

This spot (and accompanying print ad, below) pull the viewer into a text conversation happening on a mobile device, presumably on a road somewhere in America. 

The dialogue is an authentic glimpse into the life of a young adult, replete with the usual shorthand and emojis common in casual banter. Without spoiling exactly what happens next, the ad succeeds in creating a unique message that is graphically smart, simple and powerful. 


Client: Honda

Agency: RPA

Executive Vice President, Chief Creative Officer: Joe Baratelli

Senior Vice President, Executive Creative Director: Jason Sperling

Senior Vice President, Chief Production Officer: Gary Paticoff

Vice President, Creative Social Media Director: J. Barbush

Associate Creative Director, Copywriter: Damian Fraticelli

Art Directors: Michael Enriquez, Craig Nelson

Copywriters: Adam Gothelf, Kevin Tenglin

Social Media Copywriter: Laura Kelley

Producer: Joshua Herbstman

Program Manager: Elizabeth Goldstein

Project Manager: Andrew Serrato

Technology Manager: Bradley Stone

Associate User Experience Architect: Sabrina Lee

Production Company: Laundry!

Creative Director: Anthony Liu

Executive Producer: Michael Bennett

Producer: Kirsten Collabolletta

Design: Janice Ahn, Yongmin Park

Animation: Yongmin Park

@maskeroni Alfred Maskeroni is director of video for Adweek.
Publish date: April 15, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT