The goal of our Honda Odyssey Campaign Experiment was to create a response video to Honda’s formal video for the Odyssey. As minivan-driving dads, we felt the official campaign (featuring dads grasping at former glory or dreams or rock stardom) did not speak for us. Our contention was that “a family man is still a man.” Co-written by Hersh, Justo and Ernie Noh, and directed by Tim Damon, our video garnered 80K+ views (more than doubling the 40K Honda’s video got). With no ad spend or marketing budget, the spot also earned considerable PR exposure – including props from Honda itself, which tweeted our video to its followers.
