Believe in the Land
Summary
I wrote script copy for two Honda TV spots for the Ohio Honda Dealers: “Believe in the Land” and “We Believed.” These two commercials focused on the connection between Honda and The Cleveland Cavaliers, and their victory during the 2017 NBA Finals in Ohio. The commercials debuted the week of Game 7 during the 2017 NBA Finals. The TV spots were shown across the state of Ohio.
Impact
The commercials were favorably received, resulting in local news press coverage that referenced how my copy resonated with the city—even though I’ve never been to Ohio at all!
Both TV spots were featured in Automotive News, with commentary on the script.
Read the full article about “Believe in the Land” here.
Read the full article about “We Believed” here.
What I Wrote
I advocated for a Black voice actor to voice both scripts to truly resonate with the scripts I had written for the spots. While my Creative Director ultimately decided on a different voice actor for our first spot, I was able to find, recruit, and get a Black voice actor for our second spot when the Cavaliers won.
For “Believe in the Land”
It takes a city to raise a team.
It takes pain to push us farther.
It takes hard work to make us stronger.
It takes commitment to turn a promise into reality.
But it takes believing to win.
We are Cleveland.
And, we believe.
For “We Believed”
Some are born great.
Some achieve greatness.
And others bring greatness back home.
We believed
In our team,
Our city,
Our legacy,
Our land.
A curse broken by an unbroken city.
Cleveland: This is for us.
This is home.