- Honda is tapping into fandom surrounding Formula 1 motor racing with an emotional recent campaign entitled “Unstoppable Dreams,” per a press release.
- Key to the campaign is a 60-second spot that features iconic F1 drivers including the late Ayrton Senna and current FIA Formula 1 World Champion Max Verstappen. The spot is narrated by John Cena in a reverse poem format, in which lines recounting failures are reversed to tell a tale of triumph.
- The campaign debuts Oct. 6 throughout the Sunday Night Football broadcast and can span multiple channels. Honda moreover will function title sponsor in the U.S. on Netflix’s ad-supported plan for the discharge of “Senna” and might be a part of an F1 Las Vegas Takeover.
F1 is having a moment, particularly in the United States, and when a brand can lay claim to two of the game’s most recognizable names, it is sensible to hop on the bandwagon. Senna, who died in a racing accident in 1994, will appeal to old-school fans and people diving into the game’s colourful history. Meanwhile, Verstappen, who’s the three-time reigning FIA Formula 1 World Champion, brings the brand into the current day.
Key to “Unstoppable Dreams” is a 60-second spot narrated by John Cena, who’s the “official voice” of the Honda brand. The spot uses a reverse poem narrative in which a story of defeat and struggle will be turned around to be one among triumph. Over images of Senna and other motorsports athletes crashing, the spot begins with the road, “You won’t remember my name.” The first-half of the spot refers to more struggles, until it hits the road, “This is the purpose I quit.” The narration then reverses the lines, and the photographs change to those of success.
“This recent Honda campaign delivers a reassuring message of how determination and self-belief can lead to resounding triumph,” said Phil Hruska, senior manager, automotive marketing, American Honda, in a press release.
Featured in the spot are iconic Honda vehicles including the 1992 Formula 1-winning McLaren Honda MP4/7A driven by Senna and the FIA Formula 1 championship 2021 Red Bull Racing Honda RB16B driven by Verstappen. Additional products include the Honda eVTOL (electric vertical take-off and landing aircraft) and Honda hybrid-electric Prelude Concept.
The spot will debut throughout the Sunday Night Football broadcast Oct. 6 and can run in a sports-heavy rotation spanning broadcast TV, streaming, contextual digital media partnerships and social media. The spot will proceed to air during future NFL and college football games, together with the opening night of the upcoming NBA season.
The campaign may even air in theaters nationwide during major movie premiere releases. Additionally, Honda will function title sponsor on Netflix’s ad-supported plan in the U.S. for the discharge of the series “Senna” and might be a part of an F1 Las Vegas Takeover at Miracle Mile in November. The latest ad from Honda builds upon past Honda campaigns, including the recent “Keep Dreaming” and “Forever Determined” spots.
Netflix is commonly credited with helping to grow F1’s growing popularity in the U.S., thanks to its “Drive to Survive” series. Since the series began running, the U.S. has turn into host to three races on the game’s circuit — Miami, Las Vegas and Austin, Texas — and the audience is growing. The race in Miami earlier this yr attracted the game’s largest-ever U.S. television audience of three.1 million viewers.
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