Honda’s latest brand campaign, entitled Ignition, is set to launch this Friday on Channel 4 during Eight out of Ten Cats Does Countdown.
The 90 second film, which is available on Honda’s YouTube channel, pays homage to space flight and opens on ASIMO, the camera reveals the new 2015 Honda fleet on a runway which when viewed from above mimics the shape of a space shuttle or rocket, and as the film unfolds more of the fleet and drivers is revealed.
Honda’s rich heritage is woven throughout the film, with the driver of the new NSX captured looking at a picture of the original 1990 NSX held in his hand. Keen viewers will also spot a very special cameo from McLaren-Honda driver, Jenson Button and the voice of the late, great Ayrton Senna.
As the film, which was shot on location in Ukraine, reaches its crescendo the Honda fleet looks set to take off, with smoke, mist and frost billowing from the rear of the rocket formation, symbolising the current position the Honda brand currently occupies, with the entire range refreshed or new since the start of the year.
The brand campaign is supported by 10 second teasers on TV that will build excitement ahead of the premiere. On social, five to ten second teasers have been rolling out in the week building up to the campaign launch, while on mobile, smart phone users will feel the vibration of the rocket, with phones vibrating in sync with sound and vision.
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The creation, delivery and implementation of the Ignition marketing campaign has been led by Kate Barrett, the Honda UK Marketing Communications Manager. Planning started at the tail end of 2014, with Barrett briefing in Wieden + Kennedy and Starcom MediaVest to deliver a highly impactful campaign which signifies the importance of 2015 for Honda.
Philip Crossman, Honda UK Managing Director commented: “In March we had the oldest product line up in the industry but come the start of September we will have the newest. This Ignition campaign is the perfect representation of where the brand currently sits and what we are about to experience. We have a rich heritage in creating unique and memorable advertising campaigns which engage and excite, and Ignition is the perfect platform to build on this.”