W+K London launched a new spot for Honda featuring the voice of deceased Formula One legend Ayrton Senna as part of the brand’s “The Power of Dreams” campaign.
The ad, which also features a cameo by McLaren-Honda Formula One driver Jenson Button, is a celebration of the Honda brand as a whole, rather than a promotion of any a single make or model. W+K London, led by creative directors Scott Dungate and Kim Papworth teamed up with production company Somesuch and director Aoife McArdle to produce the spot. It opens on a shot of Honda robot Asimo, who looks on as a string of Honda vehicles lines up. Soon an announcement comes on mimicking mission control preparing a rocket for blastoff, followed by a driver hitting the turbo button and the vehicles preparing for “take off.” The ad arrives following a year in which the brand revamped all its models, returned to Formula One racing and engaged in its first commercial flight. It makes its debut online, broadcast and in cinemas today.
“This is a very important year for Honda,” Honda Motor Europe department manager for marketing communications Jemma Jones told BrandRepublic. “We wanted to celebrate this in a style which captures our unique brand.”