Honda - “Grooves” / Musical Road - (2008) :30 (USA)
Submitted by Dabitch on Thu, 10/16/2008 - 12:43.
Bicoastal Park Pictures directors Lance Acord (DP: Marie Antoinette, Lost in Translation) and Benzo Theodore collaborate with RPA Santa Monica, CA to create a first-ever branded experience in the U.S. Launched September 5, 2008, “The Civic Musical Road” on Avenue K in Lancaster, CA, encompasses the physical installation of a musical rumble strip that plays the William Tell Overture (aka “The Lone Ranger” theme song) when driven over by motorists at 55mph. The short-lived event — the road was recently paved over — captured the imagination of the national media and the public and was documented and filmed, for an ad campaign directed by Park Pictures’ Lance Acord, along with branded web content directed by Park Pictures’ Benzo Theodore. The resultant flurry of user-generated content pieces have already garnered 100s of thousands of YouTube hits, bolstering the Honda Civic’s brand position as a Gen Y pop culture icon.
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I think the idea here is great and wish I could have driven on that road.
What do they mean, it's been paved over! Darn it, all roads should be made like this - it could just be the next idea to save the music industry from collapse!
Hahahaha! And everything could be freeways! "This road sponsored by the Rolling Stones 'geriatric disorderly' tour 2023".
The road was paved over due to pleas from the neighbors, who were REAL tired of hearing the William Tell Overture. (Yes, there are people who live near the road).
I think they might have threatened a lawsuit or two to convince Honda that they were serious.