• Brandweek, Thursday, September 27, 2007 11 AM

American Honda Motors has rolled out its first national broadcast corporate image campaign since 2005, backed by a dedicated Web site and print ads. The 30-second spot is themed "Power of Dreams" and shows Honda jet planes, solar racers, test-track racing and safety research set to the classic rock anthem "I Can See for Miles" by The Who.

One gimmick is that the video is all "shot" by the company's walking robot, Asimo. The tagline "see what we see," is the first national corporate image work since the "Safety for everyone" campaign two years ago. Todd Carey, vice president and associate creative director at agency RPA, Santa Monica, describes the spot as "Honda home movies, as shot by a family member."

Adds Barbara Ponce, Honda's manager of corporate advertising, "using home video brings Asimo into the story but in a real way ... What you see is what you get. It underscores the importance of authenticity to our brand." She says that while the spot is engineering-focused, its approach is more personal.

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