• by Tanya Gazdik , 4 hours ago

Honda is launching its Olympics-themed marketing campaign today as the official automotive partner for Team USA.

"This is The Power of Dreams" from Los Angeles-based Kissd, will run throughout the Milano Cortina 2026 Olympic and Paralympic Winter Games. The first two 60-second spots are “Ideas Into Action” and “A Flawless Performance.”

Ten Team USA athletes in the 2026 Olympic and Paralympic Winter Games will represent Team Honda and be featured in the new campaign, which spotlights the shared mindset of Team Honda athletes and engineers -- both driven by passion and determination.

Creative features the Team Honda athletes, championship-winning Honda race car drivers and iconic Honda products in motion, underscoring how the same challenging spirit carries through the diverse lineup of Honda products and technologies. 

Woven together with athlete performances are scenes from Honda engineering, including the collaboration between USA Bobsled/Skeleton athletes and engineers at the Honda Automotive Laboratories of Ohio (HALO) wind tunnel.

The campaign debuts during the opening ceremony on NBC Feb. 6, with 60-, 30-, 15- and 6-second versions running across broadcast, streaming and digital platforms leading up to and throughout the Olympic and Paralympic Winter Games. 

To amplify reach, Honda will roll out additional campaign elements including streaming through a Roku takeover during marquee Team USA hockey matchups and a first-arrival ad on Peacock during men’s ice hockey games. 

The media plan also includes select national NBA and NHL programming and the NFL AFC and NFC championship games on Jan. 25.

Honda-led social content features Team USA athletes and their individual stories, from challenges that showcase their personalities to motivational messages.

The modular campaign will allow key creative content to be mixed and shared across Honda channels and campaign verticals. 

This enables Honda to incorporate same-day footage of Team Honda athletes competing in Milano Cortina into select versions of the TV spots, with highlights anticipated to appear in the prime-time rotation that evening.

This approach is designed to bring fans closer to the athletes’ Olympic and Paralympic stories and reflect the commitment of Honda to elevate the journeys behind each performance, according to the automaker.