Union Editorial’s Jim Haygood Cuts the Superbowl "Hugfest" for Honda


Last Updated: February 11, 2014 7:41 pm GMT
(February 11, 2014) Bruce Willis shows his soft side in this Honda Superbowl entry, encouraging a “Hugfest” among viewers. The message, of course, is that the safety of your loved ones is of paramount importance. “That’s why Honda builds more top safety-rated cars in America than any other brand.” The payoff is the needy, desperate embrace the action star receives from SNL alum Fred Armisen. Craig Gillespie of MJZ directed the commercial, cut by Jim Haygood of Union. Additional editorial credits include Dylan Firshein as assistant editor, with Michael Raimondi executive producing and Joe Ross producing. The Online Producer was Logan Aires and Jay Friedkin served as Editor Social/Online Videos.

EVP, CCO: Joe Baratelli
SVP, ECD: Jason Sperling
VP, Creative Director (AD): Chuck Blackwell
VP, Creative Director (Copy): Ken Pappanduros
Copywriter: Chris Juhas
Art Director: Ben Tolbert
SVP, Chief Production Officer: Gary Paticoff
VP, Executive Producer: Isadora Chesler
Digital Project Management/Program Manager: Elizabeth Goldstein

Production Company: MJZ
Director: Craig Gillespie
EP: Emma Wilcockson
Line Producer: Deb Tietjen
DP: Gyula Pados

Social/Online Videos Production Company: Full On Service Inc.
Director: Jason Sperling
DP: Pete Konczal
EP: Jim Czarnecki
Line Producer: Craig DiBiase

Editorial/Finishing: Union Editorial
Editor: Jim Haygood
EP: Michael Raimondi
Producer: Joe Ross
Assistant Editor: Dylan Firshein
Online Producer: Logan Aires
Editor Social/Online Videos: Jay Friedkin

Telecine: MPC
Artist: Ricky Gausis
EP: Ed Koenig
Asst.: Kris Smale

Audio/Final Mix: Lime Studios
Mixer: Dave Wagg & Sam Casas
Producer: Jessica Locke
Celebrity Talent: Bruce Willis & Fred Armisen

EVP, CCO: Joe Baratelli
SVP, ECD: Jason Sperling
VP, Creative Director (AD): Chuck Blackwell
VP, Creative Director (Copy): Ken Pappanduros
VP, Creative Social Media Director: J. Barbush
Creative Director (Copy): Kevin Butler
Creative Director (Art): Jerome Austria
Sr. AD: Sarah Hass
CW: Katie Desplinter
Jr. AD: Fritz Paguio
Social Media Copywriter: Laura Kelley
VP, Executive Producer: Isadora Chesler

Sr. Production Artist: Chris Gomez

VP, Program Director: Dave Brezinski
Sr. Project Manager: Lori Chin
Program Manager: Liz Goldstein
Associate Project Manager: Andrew Serrato

VP, User Experience Director: Pramit Nairi
Associate User Experience Architect: Alesha Unpingco
VP, Digital Design Director: Michael Takeshita
Technology Manager: Bradley Stone


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