Top Marks for High-Altitude Stunt

“Difficult is worth doing,” is Honda’s latest tagline from Wieden + Kennedy, London. In its curiously straightforward, declarative is-ness, it reminds me of Adidas’ “Impossible is nothing.” Which one sets up its brand as harder working? Tagline philosophers could debate that for centuries.

Regardless, with that phrase, the agency would seem to be describing not only the Japanese carmaker’s corporate ethos, but also the irony of its own predicament: Year after year, Wieden creates groundbreaking, award-winning, attention-getting work for Honda.