Honda is launching a brand marketing campaign that highlights the automaker’s global, 73-year product history to demonstrate how it will continue innovating.
Honda worked with its agency of record, RPA, on the new brand campaign, along with director Paul Mitchell.
The multichannel brand campaign brings to life many of the company’s most iconic products including its very first, the 1947 A-Type motorcycle, as well as the S600 sports car, the company’s first passenger car.
Also highlighted is the 1973 Honda Civic, which led the industry in meeting the stricter exhaust emissions requirements of the U.S. Clean Air Act without using a catalytic converter.
The "Origin of Determination” nods to the company’s future by tracing the roots of its product innovation, including its ongoing aim to fulfill the vision of founder Soichiro Honda that “the purpose of technology is to help people.”
The campaign aims to convey how Honda aims to make consumer’s lives “cleaner, more safe, and more fun by constantly advancing mobility,” says Jay Joseph, vice president of marketing and customer experience, American Honda Motor Co., Inc.The creation of the TV spot required a combination of historical photos, live-action and computer graphics models to tell the company’s mobility story in one,action-packed sequence.
Viewers will see a rapidly expanding supernova of products flowing out in all directions, representing the origin story of Honda. The background music is “Stampede” – a remix of Verdi’s "La Traviata, Act I” – by Superhuman.
Media includes high-profile national sports programming, including broadcast network coverage of the NHL, top-rated NFL games, NCAA college football match-ups, and ESPN digital media and custom live hour segment sponsorships on CBS Sports.
The cable buy includes Bravo, TNT, and CNBC, along with Hispanic networks like Univision and Telemundo.
Also included is digital lifestyle platforms, such as BuzzFeed, Thrillist, Popsugar, Amazon, and Wunderkind; and digital music platforms like Vevo and Spotify.
Honda launched its last brand effort in 2019 with "Safety for Everyone."