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We have "Ignition."
That's the title of Wieden + Kennedy London's new pan-European campaign for Honda, which uses spaceflight as a visual metaphor for bold innovation.
Actually, the metaphors are mightily mixed in the campaign's launch film, which packs plenty of imagery and action into its 90-second run time, referencing Honda's heritage across consumer automobiles, Formula 1 racing, aviation, robotics and more.
"We wanted something that encapsulated a feeling of daring and human endeavor," W+K creative director Scott Dungate tells Adweek.
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