Honda is launching its eighth documentary film in its "Dream the Impossible" series. The films, under Honda's 'Power of Dreams' corporate campaign, first launched in 2009 and are archived at Dreams.Honda.com. The Power of Dreams campaign has also included advertising and events featuring Honda's Asimo robot.
The films juxtapose Honda engineers and other employees with athletes, artists, filmmakers, and visionaries in different fields. They expand upon perseverance, the benefits of working under pressure, and the wonders of the imagination, while showing Honda products in development. And they tie everything back to how Honda applies these virtues to developing and building consumer products.
The new film, "The Undying Dream," stars Laird Hamilton, a surfer known for his predilection for riding gigantic waves, as well as Team Honda motorcycle racers and Honda employees. They talk about what happens when "A dream takes hold of you and drives you to succeed," according to a Honda release. The film was directed by Sundance Film Festival two-time Grand Jury Prize winner Ondi Timoner.
The Torrance, Calif.-based American Honda will premiere the eighth film as part of its sponsorship of the Sundance Film Festival in Park City, Utah. Honda, which has been a Sundance sponsor since 2008, will screen the film as part of its "Honda Power of Dreams Experience" on Main Street in Park City during the festival. The exhibition, running Jan. 21-26, features displays of Honda products, demonstrations and video productions and screenings.
Honda will use the event to run repeated 10-minute demonstrations of Asimo, and to display the Honda FCX Clarity hydrogen fuel-cell car; a vivisected Honda CR-Z Hybrid car; a scale model of HondaJet, the company's first foray into corporate aviation; and a range of motorcycles including the first bike with an airbag, the Gold Wing. Honda will screen "The Undying Dream" film at the venue hourly.
Honda is also exclusive sponsor of a series of Sundance Channel interviews that will be filmed at the "Honda Power of Dreams Studio" at the festival. The interviews will air on the Sundance Channel, online and via Video on Demand, according to Honda. The automaker is also backing a Sundance Institute video that highlights the independent films being developed under the aegis of the Sundance Institute Labs. That film will premiere on the festival's opening weekend and run before each Dramatic Film screening at Sundance. It will also run on Sundance Channel, online and via Video on Demand, according to Honda.
Honda's luxury sibling, Acura, is also launching a campaign this week, its first-ever Facebook contest. The social marketing campaign promotes Acura's 2011 TSX Sport Wagon with "Compete Like a Pro," a campaign on the brand's Facebook page intended to reach athletes by getting them to use their own social networks to garner votes. The grand prize is a TSX Sport Wagon.
Competitors have to register via Acura's Facebook page, create a profile, and select from a list of sports like rock or ice climbing, cycling, endurance sports like triathlons and ultramarathons, and skiing and surfing then urge people in their social networks to vote for them.