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Devin D. Thorpe

Devin Thorpe

Helpful Honda Celebrates Its 10th Anniversary With The Biggest Random Act of Helpfulness Yet

Southern California Honda Dealers Look to Once Again Dominate the Super Bowl Dialogue in LA

Press Release – (January 22, 2017) — Following last year’s helpful act of providing complimentary Uber rides to get nearly 9,000 football fans home safely on one of the most dangerous driving days of the year, the Southern California Honda Dealers are planning their biggest Random Act of Helpfulness yet. But this one means not buying a commercial in the Big Game.

AOR, Secret Weapon Marketing (, known for its unexpected and breakthrough campaigns with evergreen messages, is continuing the Random Acts of Helpfulness* ( by foregoing a spot in the Game and turning it into a financial win for the kids of Boys & Girls Clubs in Southern California. So, instead of competing with hundreds of millions of other companies’ advertising dollars, the Southern California Honda Dealers are reinforcing their position to be… helpful.


(*Commercial Credits below)

Pizza Box Advertising . Secret Weapon Marketing Creative Director, Rick Sittig, explains the concept:

“We are honored that the SoCal Honda Dealers chose the Boys & Girls Clubs in Southern California as the beneficiary of the Random Act of Helpfulness campaign,” said Kelly Reynolds, vice president pacific west with Boys & Girls Clubs of America. “One of the highlights of the Big Game is watching the ads, and this year they will have extra special importance to us. Thank you to the SoCal Honda Dealers and everyone who will play the ‘Helpful Bowl’ for making a difference in the lives of so many kids and teens in our communities.”

The ‘Helpful Bowl’ 2017

In addition to television, radio and online ads, starting January 22nd through February 5th, over 100 local pizza shops will deliver game boards to local residents who order pizza, as a way to to encourage them to play in the Helpful Bowl.

Want to help raise money for the Boys & Girls Clubs in Southern California? Play along at and help find all the ad clichés in the Big Game. The more clichés, the more money the Guys in Blue will be donating. You can also tweet @HelpfulHonda a picture of your completed scorecard and they’ll give even more!

For more information, visit

Creative Agency: Secret Weapon Marketing
Creative Director: Rick Sittig
Associate Creative Director: Leah Dieterich
Associate Creative Director: Mike Alfaro
Associate Creative Director: Gerardo Guillen
Art Director: Noah Meadors
Copywriter: Shaun Oppedisano
Executive Producer: Fiona Forsyth
Managing Director: Patrick Adams
Group Account Director: Brock Anderson
Management Supervisor: Saro Karagueuzian
Account Executive: Molly Keen
Account Coordinator: Megan Baer

*The Southern California Honda Dealers Association is celebrating its 10th year of the Helpful Campaign in February, which has been surprising SoCal residents with hundreds of weekly Random Acts of Helpfulness since inception – like pumping and paying for drivers’ gas as prices spike; dispatching the Helpful Honda ice cream truck with free ice cream on National Ice Cream Day; helping our four-legged friends find forever homes, and handing out roses on Valentine’s Day. Since 2007, the SoCal Honda Dealers have been demonstrating, firsthand, that they are truly Helpful… no strings attached.

About Secret Weapon Marketing (SWM), is a full-service agency known for developing unusually effective advertising and marketing campaigns. Committed to constructing unique and recognizable properties, the Agency has won a total of 11 EFFIE awards, including one for the Honda Helpful campaign on behalf of the Southern California Honda Dealers Association, and a 2008 Gold Effie for work on the Jack in the Box® campaign. Opening its doors in 1997 in Santa Monica, Calif., SWM is led by Rick Sittig, creator of the Energizer Bunny® and long-running Jack in the Box® campaign; and Managing Director, Patrick Adams.

One Response to Helpful Honda Celebrates Its 10th Anniversary With The Biggest Random Act of Helpfulness Yet

  • I don’t know who to contact, but the helpful Honda guy who got some lumber for the man who goes around picking up what he can find to make wooden toys for kids. My husband recently passed away and I have lots of pieces I would like to donate to that gentleman if he lives in So. CA and can come pick it up.
    I just bought a 2017 Honda Accord EX-L and love your commercials.

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