Honda launches new advertising campaign that includes planes, bikes, cars, F1 and more (& the new NSX)

Honda’s latest brand campaign, entitled Ignition, is set to launch this Friday on Channel 4 during Eight out of Ten Cats Does Countdown.

The 90 second film, which is available on Honda’s YouTube channel, pays homage to space flight and opens on ASIMO, the camera reveals the new 2015 Honda fleet on a runway which when viewed from above mimics the shape of a space shuttle or rocket, and as the film unfolds more of the fleet and drivers is revealed.

  

Honda’s rich heritage is woven throughout the film, with the driver of the new NSX captured looking at a picture of the original 1990 NSX held in his hand. Keen viewers will also spot a very special cameo from McLaren-Honda driver, Jenson Button and the voice of the late, great Ayrton Senna.

As the film, which was shot on location in Ukraine, reaches its crescendo the Honda fleet looks set to take off, with smoke, mist and frost billowing from the rear of the rocket formation, symbolising the current position the Honda brand currently occupies, with the entire range refreshed or new since the start of the year.

The brand campaign is supported by 10 second teasers on TV that will build excitement ahead of the premiere.  On social, five to ten second teasers have been rolling out in the week building up to the campaign launch, while on mobile, smart phone users will feel the vibration of the rocket, with phones vibrating in sync with sound and vision.

The creation, delivery and implementation of the Ignition marketing campaign has been led by Kate Barrett, the Honda UK Marketing Communications Manager.  Planning started at the tail end of 2014, with Barrett briefing in Wieden + Kennedy and Starcom MediaVest to deliver a highly impactful campaign which signifies the importance of 2015 for Honda.

Philip Crossman, Honda UK Managing Director commented: “In March we had the oldest product line up in the industry but come the start of September we will have the newest.  This Ignition campaign is the perfect representation of where the brand currently sits and what we are about to experience.  We have a rich heritage in creating unique and memorable advertising campaigns which engage and excite, and Ignition is the perfect platform to build on this.”

I hope you can read quickly, the new TV Ad from Honda requires it, watch it here, its fun.

A new campaign from Honda (UK) launches on Thursday 19th February, challenging viewers to echo the brand’s thirst for relentless improvement by pushing themselves to new limits.

Honda believes that by pushing themselves, everyone can surpass their own perceived limits. This philosophy is the foundation behind the brand, and has been fundamental in the development of Honda’s new range of products and continuing innovations: Honda is committed to finding out what its products are capable of by continually pushing its vehicles and technology to the limit. 

During 2015 Honda will launch several new products, each developed with this very spirit. Featured in the advert alongside ASIMO and Honda Jet are the new Honda Jazz, HR-V, Civic Type R and NSX, offering a glimpse into the exciting range of models set to join the marque’s fleet.

Rather than just telling the story of Honda’s pioneering spirit and commitment to progress, the campaign challenges viewers’ reading speed, allowing them to feel the joy of improvement for themselves. A manifesto is delivered one word at a time, with the pace increasing throughout the film, intercut with glimpses of the new Honda fleet, which are all born from the company’s challenging spirit.

A 40” TV spot directed by Man Vs Machine, which will air on Sky Sports on Thursday 19^th February during the UEFA Europa League match between Liverpool vs Beşiktaş, invites viewers to “keep up” with a message on screen, becoming increasingly difficult as the pace of the words increases to a crescendo. At approximately 500 words per minute, the fast-paced message proves that everyone is capable of achieving more than they initially thought. The energetic soundtrack, composed by Wah Wah with sound design by Factory, was created to further encourage the viewer to keep up.

Viewers are challenged to push themselves even further online through shorter – and even faster – executions of the film, and in cinemas, custom film-themed ads will run in partnership with Pearl & Dean. 

Martin Moll, Honda Motor Europe Head of Marketing said “Since day one, Honda has been fuelled by a relentless desire for improvement and constant drive for innovation. This year is a special one, with the launch of several key new products. With this campaign, we wanted to bring this to life in a way that our consumers could really engage with, by experiencing the feeling for themselves.”

Olivia Dunn, Honda UK, Head of Marketing commented “Normal speech is on average 120 words per minute, viewers will need to read at speeds up to 1000 words per minute in our faster shorter online films, which is definitely going to be a challenge whilst at the same time being fun.  These films echo the Honda ethos in all areas of business: challenging and pushing boundaries whilst being fun - the elements required to design and build the exciting new Honda product line-up for 2015.”

Scott Dungate, Creative Director at W+K London says “When you push and push yourself and reach a new level, it feels good. We wanted to give people that same feeling when they read our manifesto about Honda’s relentless improvement. So we challenged them to ‘keep up.’"