Monday, September 2, 2013

Six Things You Didn’t Know About RPA’s Joe Baratelli...

Six Things You Didn’t Know About RPA’s Joe Baratelli

RPA Chief Creative Officer Joe Baratelli recently celebrated his 27th year at the L.A.-based agency. He was there to welcome American Honda into the shop, and he was there to help make sure it stayed after the client put the account up for review in January (though the Acura piece went to Interpublic agency Mullen).

RPA is currently in the midst of rolling out a new campaign for Honda, which bears a poignant tag: ” Start Something Special.”

We have yet to see the new work, but perhaps past efforts will give us a clue. Under Mr. Baratellis’s watch, RPA has produced feel-good campaigns that highlighted the brand’s devoted fans. One of Creativity’s all-time favorite spots, 2003’s “Best Friends,” brought an unexpected twist to the phenomenon of pet owners resembling their animals — by showing the same dynamic with cars. Efforts like the more recent “Million Mile Joe” celebrated Honda’s most dedicated fan, while the emotional “Monsters Calling Home” gave an aspiring SoCal band a career-making surprise. And then, of course, there was the Super Bowl return of Ferris Bueller.

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