Company News: Page (1) of 1 - 10/19/05 Email this story to a friend. email article Print this page (Article printing at page facebook

Terminal's Mark Goodman Cuts Honda's Ridgeline Truck Ad

Edits new, adventurous spot for Honda's Ridgeline Truck, appropriately entitled "Unbearable Toll" (October 19, 2005)

Terminal's Mark Goodman edits humorous add for Honda's Ridgeline Trucks

Terminal's Mark Goodman edits humorous add for Honda's Ridgeline Trucks

Ad agency RPA/Santa Monica called on the talents of Terminal's Mark Goodman (recent AICP award honoree) to edit a new, adventurous spot for Honda's Ridgeline Truck, appropriately entitled "Unbearable Toll." The :30 commercial began airing nationwide earlier this month.

Set to a folksy music track, "Unbearable Toll" begins with four friends driving along in a Honda Ridgeline Truck following their GPS system on a woodsy road. They are returning from a successful fishing trip, their boat hitched up behind the truck. The driver slams on his breaks when he is met by an unexpected road block: a bear. The bear growls at the fishermen and rears up on his hind legs in a confrontational stance, not allowing the truck to pass. The driver, thinking quickly, jumps out of the truck. "Where are you going?" asks one of his friends from the back seat, obviously worried for the driver's safety. The driver flips open a compartment in the truck's tailgate and from the cooler inside pulls out a recently caught fish from the group's stash. The voice over explains: "A dual-action tailgate and an industry-first, a Lockable In-Bed Trunk: The Ridgeline from Honda." The driver throws the fish into the woods. The bear pursues his snack, leaving the fishermen behind. The four friends drive off, having paid their unusual toll. But the friend from the back seat asks the driver: "Hey, that looked like my fish." The spot concludes with Honda Ridgeline logo and end-tag.

To view the humorous spot, go to:


Airdate: September, 2005
Client: American Honda Motor Company
Spots: "Unbearable Toll"

Agency: RPA/Santa Monica, CA
Executive Creative Director: Larry Postaer
Creative Directors: Larry Postaer, Joe Baratelli, David Smith
Associate Creative Director: Chuck Blackwell
Executive Producer: Gary Paticoff
Producer: Brian Donnelly
Copywriter: Adam Lowry

Production Company: Harvest Films/Santa Monica, CA
Director: Michael Downing
Executive Producers: Bonnie Goldfarb, Scott Howard
DP: Barry Peterson
Producer: Francie Moore

Where Shot: Mammoth Lakes, California

Editorial Company: TERMINAL/Santa Monica, CA
Editor: Mark Goodman
Assistant Editor: Paul Plew
Executive Producer: Michael Gresch
Producer: Jody MacKinnon

Telecine Company: The Syndicate/Santa Monica, CA
Colorist: Bob Curreri (The Syndicate)

Visual Effects Company: Steele VFX/Santa Monica, CA
Online Editor / Visual Effects Artist: Jerry Steele

Music Production & Sound Design Company: Stimmung/Santa Monica, CA
Composer: Jason Johnson
Sound Designer: Reinhard Denke

Audio Post Company: Lime/Santa Monica, CA
Mixer: Loren Silber

About Terminal
Terminal is located at 1641 20th Street, Santa Monica, CA 90404. T. 310 586 0800 F. 310 586 0018.

For more information visit


Page: 1

Related Keywords:Terminal, Mark Goodman, RPA/Santa Monica,


Our Privacy Policy --- @ Copyright, 2015 Digital Media Online, All Rights Reserved