Honda is launching a brand campaign today that demonstrates how the company will “Keep Dreaming.”
Creative from RPA includes a TV spot that takes viewers on a cinematic journey of the company’s environmental leadership, past, present and future.
Fueled by its ongoing mantra, “The Power of Dreams,” Honda is committed to achieving a global goal of carbon neutrality – net zero emissions – for all products and corporate activities by 2050.
The new campaign features the first-ever Honda brand mural, “Wall of Dreams,” debuting in New York and Los Angeles, showcasing Honda dreams that have moved and inspired people which includes an interactive augmented reality experience at hondawallofdreams.com.
Once the QR code is activated, the mural comes to life in an outward explosion of 3D AR animation. At eye-level, visitors will experience narrative Honda stories from the “Wall of Dreams” mural that burst through their mobile device.
Debuting in New York City and Los Angeles, the Honda Wall of Dreams will include high-impact out-of-home placements which can be seen in New York’s Times Square as well as Downtown Los Angeles, the famous corner at Hollywood & Highland and The Grove.
The 60-second spot, directed by the Academy Award-nominated Smith & Foulkes, continues building brand momentum following the recent “Forever Determined” and “Origin of Determination” Honda commercials.
The campaign also introduces Honda’s first all-electric SUV, the 2024 Prologue, while highlighting some of the company’s most important breakthroughs in lowering emissions over the past 50 years, as well as a glimpse at some of Honda’s most extraordinary future innovations.
The 2024 Honda Prologue is the first all-electric SUV from Honda, spacious, adventure-ready and anticipated 300 miles of range.
The new spot is a testament to the power of determination that has always guided Honda, says Jessika Laudermilk, assistant vice president, American Honda marketing.
“The power of brands will be more important than ever in the electrified future," Laudermilk tells Marketing Daily. "So, as we prepare to bring Prologue to market, it’s important that not only our current customers, but new, younger buyers understand what the Honda brand is all about – and Honda’s commitment to creating innovative mobility products, that help better people’s lives.”
Featuring John Cena’s voiceover – the official voice of the Honda brand – and set to the soundtrack of “Edge of the Edge" by Panda Bear & Sonic Boom, the 60-second TV spot features many iconic and electrified Honda products, as well as future innovations.
Vehicles included in the spot are a 1975 Honda Civic featuring the CVCC engine. It was the first engine to meet strict emissions standards of the U.S. Clean Air Act without use of a catalytic converter. Also shown is the 1999 Honda Insight (the first hybrid-electric car sold in America) and the 2008 Honda FCX Clarity (Honda’s zero-emissions, hydrogen-powered vehicle, and next-generation of the world's first production fuel cell car.)
The media plan includes broadcast television and streaming to contextual digital media partnerships, as well as social media and in-cinema to reach a wide variety of audiences. Programming includes high-profile sports in NHL, NBA Opening Night game, top-rated NFL and NCAA college football. The campaign also will be featured on Hispanic media, including broadcast, streaming, digital and social.