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Baker Street
November 11, 2013
Brian Bacino

From the Desk of the Creative Chief: Supernatural


There were more than just trick or treaters afoot this Halloween season. Ghosts? Mummies? Vampires? Old news. This year, it was about possessed Honda Civics.

Click the picture below to watch the spot.

Cars are flying off the lot!

For Honda’s Supernatural Sales Event, we wanted to conjure the spirit of spooky to make cars disappear off the showroom floor like a specter in the night.

Now, making cars fly out of dealerships is what Baker Street Advertising does best, but how to summon the Supernatural for our film… Who you Gonna Call?

Well, we called Spy Editorial.

And they went old school with a supernatural cloud effect inspired by the 1984 Ghostbusters Skyscraper scene… “Are you the key master?”

Click on the picture below to see how it was made.

The Making of Hondas Creepy Clouds

The crazy cloud effect was created in a 77 gallon water tank filled with half saltwater, half freshwater. Then, we angled the camera under the tank to match footage we’d taken from the front of the Honda Dealership. This is where the magic happens. Milk magic. We shot milk into the tank through tiny tubes and let those white wisps crash together as the camera rolled.

As for the disappearing cars and all the rest, well we’ve got a lot of creepy friends to make it happen.

Director: Brian Bacino

Executive Producer: Mark Dwyer

Director of Photography: Cliff Traiman

Producer: Brody McHugh

Production: Dwyer Productions

Post Production: Spy Post

Editor: Alan Chimenti

Special Effects Artist: Daren Orr

Color Correction: Chris Martin

Chief Creative Officer: Brian Bacino

Copy Writer/Creative Director: Bob Dorfman

Art Director/Creative Director: Corey Stolberg

President: Jack Boland

Group Account Director: Dan Nilsen

Account Executives: Whitney Randolph and Gloria Birch

Brian Bacino, Creative Chief B2, Honda

November 5, 2013
Bob Dorfman

Legends are Born in October, but what about Pitchmen? Will any BoSox or Cardinals score on Madison Avenue?


The 2014 World Series went six compelling games, the ratings were solid, the beards full, and the performances—and umps’ calls—memorable.

But what does it all mean for the endorsement fortunes of the Red Sox and Cardinals’ players? Do any of them have the clout to lead major campaigns, or the power to compel consumers to buy? Is baseball too regional a sport for advertisers seeking athlete pitchmen with national appeal? And with so many jocks embroiled in scandal, and a social media landscape that amplifies every indiscretion into major news, are marketers willing to risk big bucks to tie their products to these guys?

Here’s how this sports marketing expert rates the product-pitching talent:



David Ortiz.  The Series MVP now has three rings, a new 2014 Chevy Silverado, and a Hall of Fame resume. One of the game’s most recognizable and well-liked players, Big Papi is perhaps the only one from this Big Show who could carry a national campaign.

His current endorsement income is in the neighborhood of $3-4M a year, and could see a $1M yearly bump following his remarkable Series performance at the plate. Not even an alleged positive test for PED’s revealed in 2009 has done much to damage his appeal. Look for him to show up on talk shows, cereal boxes, milk mustache ads, maybe even a trip to Disney World in the near future. Lethal to opposing pitchers, yet lovable to fans, Big Papi’s got the power to pitch power tools, muscle cars and trucks, or given his girth, any fast food. A good choice to reach the booming Hispanic market, too. And his “This is our f’ing city” quote could be the tagline for any local Boston ad campaign. The way he hit in this Series, Fox ought to add him to all future promos for their new show “Almost Human.”



Dorfman on Sports