Honda prepares for take-off in its dramatic new brand campaign out of Wieden & Kennedy London.
The effort debuts with this anthem spot, in which the automaker's robot mascot Asimo leads a procession of Honda's 2015 lineup. Every vehicle, from the new HR-V, to the Civic Type R and even a jet are on standby, revving to go on an ambitious journey.
A countdown begins, and as it hits zero, the vehicles seem primed to blast off -- into outer space. But the spot ends there, with the camera pulling up and leaving it up to the viewer's imagination where the travelers will end up next.
Sprinkled throughout the ad are details of Honda's innovation history, from the glimpse of Asimo in scene one, to the V.O. of late Honda F-1 driver Ayrton Senna and a cameo of McLaren-Honda racer Jenson Button.
"Dare to do the things only others dream of," announces a V.O. from mission control, backed by majestic clips of Beethoven's Symphony No. 5 and Mozart's Queen of the Night Aria, which also played during the Voyager's 1977 trip into outer space.
According to the agency, the latest push "pays homage to one of the boldest expressions of human curiosity and engineering endeavor -- space flight." Like previous ads, it's inspired by the brand's daring spirit.
The spot was directed by Aoife McArdle of Somesuch and shot in Kiev, Ukraine on the Podilsko-Voskresenskyi bridge.