• by Tanya Gazdik , February 27, 2025

Honda is encouraging drivers to “Dream Up Anything” in a  campaign for its Passport TrailSport, which it bills as its most off-road capable SUV. 

The campaign, from RPA, is launching across multiple media channels from broadcast television and streaming to contextual digital media partnerships.

It includes a 30-second spot narrated by the automaker’s current voiceover talent, John Cena, set to "Good People," a single by Mumford & Sons and Pharrell Williams.

The spot “employs animated brush strokes to mirror the slope and shape of rugged terrains to draw a connection between the all-new adventure vehicle Honda engineers dreamed up and the challenging roads Passport owners will strive to conquer,” according to the automaker. 

Social media will play a big role and includes several short-form videos demonstrating how the vehicle can transition from the city to the rugged outdoors by showing off vehicle features like a picnic table accessory to front recovery hooks.

The automaker will host a live Reddit "Ask Me Anything” forum to discuss the vehicle. The activation will feature Jody Suzuki, the vehicle’s product planner. It is scheduled for March 6 at 11am PT. Reddit users can ask questions and learn insider details about the SUV. 

The campaign also features the MapMyFitness Custom Challenge sponsorship with Outside, Inc. where readers are invited to get out on their local trails, with Outside providing an opportunity for participants to be entered to win a gift card.

The media buy also includes high-profile national sports programming such as the NBA and NHL regular season and playoff games. The campaign also will be featured on Hispanic media including broadcast, streaming, digital and social.