Honda’s latest efforts give us all a view from the driver’s seat of more than 70 years of iconic Honda products past, present and future.
Get ready for a first-person journey through the history of some of Honda’s major breakthroughs – plus a glimpse into the future.
The Japanese automaker launched its “Forever Determined” ad. The spot begins with grainy black-and-white images; the camera is a bit shaky, meant to mimic the perspective of someone riding a motorcycle in the 1940s. good for the streets – but you’ll never win a race.” The shot immediately switches to the perspective of someone sitting behind the Honda RC142 motorbike at the Isle of Man TT race.
The pattern continues throughout the TV spot – each time Cena recalls an obstacle Honda has faced over the years, and the next shot shows a new Honda vehicle designed to overcome that obstacle: “You won’t win not Formula 1 in a hybrid” (cut to a photo of the Honda-powered F1 racing car winning the 2021 FIA Formula 1 World Championship); “you will never make a real truck” (a photo of the racing truck Honda Baja Ridgeline).The spot builds on a CGI photo of the Honda eVTOL (vertical take-off and landing) vehicle, described in a 2021 blog post as “an all-electric or hybrid-electric aircraft or possibly both… for urban air mobility” which the company “plans to be in service after 2030”.
The camera, apparently attached to a rocket and hinting at a space future for the Enterprise, then films through the upper atmosphere into the starry blackness of space. The ad ends with the tagline: “The Power of Dreams.”
“Forever Determined” is positioned by Honda as a continuation of the themes featured in its “Origin of Everything” spot, which also included a voice-over from Cena and used lofty language and imagery to present Honda as a brand with a historic legacy. who has big plans for the future.
“As Honda prepares for an electrified future, we want to show our next generation of customers how Honda values have created a wide range of innovative mobility products, and we will continue to do so in the future,” said Jessika Laudermilk, Honda Auto Marketing. This is the essence of our new ‘Forever Determined’ spot – the next evolution of our Honda brand campaign.”
The TV spot – which airs in English, Spanish and Mandarin – launched today. It’s being rolled out “across a wide range of media platforms,” according to a press release. “A unique campaign extension” – in the form of a so-called “Honda Hub” in Fortnite – will also be featured in the Hondaverse, the company’s branded activation on Twitch.
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