• by Tanya Gazdik , January 8, 2024

Honda is launching a brand spot highlighting the Honda TrailSport lineup that features a new music track from indie artist Bishop Briggs.

“Chasing Greatness” highlights the rugged capabilities of the Passport TrailSport and the 7-passenger Pilot TrailSport. It also debutes the new Ridgeline TrailSport.

The 30-second spot from Honda's AOR RPA is also helping launch a new song, “Triumph,” from Briggs. The theme and lyrics of the track help “punctuate Honda’s unyielding drive to keep chasing its next great innovation,” according to the automaker.

Briggs is a Honda Pilot owner herself. Her debut track “Wild Horses” reached #1 on Spotify's U.S. Viral Chart and was featured in American Honda luxury brand Acura’s 2016 TLX and ESPN’s NFL Playoffs ads.

The campaign extends to Honda social media channels in mid-January with three 15-second videos that use artificial intelligence technology. The resulting fast-paced videos highlight the capability of the Honda TrailSport line on the challenging terrain of Baja, California, as well as in snowy conditions.

“Chasing Greatness” will run across broadcast TV, cable, streaming and YouTube, with a heavy presence in high-profile sports coverage, including NFL, NBA and NHL match-ups. The new campaign also will have a role in Honda’s continuing sponsorship of Halo on Paramount+, with the second season premiering in February.