Smell that? That’s not just the smell of Honda’s tasty new Gingerbread spokesman, it’s also the scent of an altering national mood.
“Gingerbread Man” :30 TV Commercial
Our Behavioral Economist, Howie Leibach, detected something in the air this holiday season. People are so exhausted by political issues and global concerns, they are in no mood for anyone trying to sell them something. You probably noticed how many advertisers responded with heart-warming holiday messages, whose connection to a brand promise was at times tenuous. We however had a job to do: We were tasked with creating urgency, in the face of an agitated National mood, for the final days of Honda’s biggest national sales event.
So our content creators dreamt up this holiday fantasy where a Gingerbread Man, trying to avoid being eaten, heads to the Honda dealer for an escape ride. And luckily there’s just a few days left!
Awesome! Urgent yet fun and fanciful. The only problem was it required a full-film shoot plus character development plus CG animation and we only had a month to make it.
That’s when our mighty producers and account peeps squeezed enough time out of our schedule to pull off the Holiday miracle. Then our other-worldly talented friends at Bent, especially animation director and karaoke killa, Josh Cox, helped us create the perfectly baked, high anxiety, Woody Allen inspired Gingerbread Man. Of course before we turned our delicious little friend into a TV star and internet sensation complete with life-size POP and digital assets, we had to find just the right guy. You can see how tough that was in the “lost casting sessions” videos created by our own Harry Houdini Chapman.
“Gingerbread Man Auditions” Social Media Video 1
“Gingerbread Man Auditions” Social Media Video 2
The Gingerbread Man also made an appearance at our annual Baker Street “Santa Stealing” Party.
This was Baker Street at its best: data, insight, creativity, execution, tremendous hustle, and I bet you’ve seen it out there in the market ’cause our media squad rules, for the win.
Baker Street Advertising Credits:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriter: Michael Williams
Art Director: Sarah Inglis
Producer: Brody McHugh
Social Media Video Editor/Copywriter: Harrison Chapman
Social Media Animator: Xavier Li
Creative Manager/Social Media Copywriter: Lesly Pyle
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Megan Boland
Senior Account Executive: Lisa Coonts
Media Director: Glenn Yajko
Senior Broadcast Buyer: Shelly Kalianis
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Line Producer: Kevin Hayes
Colorist: Roger Krakow, Rough House Editorial
Audio Mixer: Andy Greenberg, One Union Recording
Animation Production Credits:
Animation Director: Joshua Cox, Bent Image Lab Partner/Executive Producer: Ray DiCarlo, Bent Image Lab
Producers: Brianna Vitale, Bent Image Lab
Editor: Brent Heise, Bent Image Lab