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Honda puts its fleet on TV with new marketing campaign

Honda's new HR-V, ASIMO robot, NSX supercar and the HondaJet all feature in a new brand marketing campaign across TV and YouTube alongside F1's Jenson Button.

It starts on Channel 4 tonight 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 the Honda ASIMO robot, before showing the 2015 Honda fleet set out on a runway in the shape of a space shuttle or rocket.

With a cameo appearance from McLaren-Honda F1 driver Jenson Button and the voice of the late Ayrton Senna, the film culminates in the Honda fleet seeming set to take off.

The manufacturer said this symbolises the current position of the Honda brand, with its entire range refreshed or new since the start of 2015.

It will be supported by 10-second teasers on TV ahead of the premiere. On social media teasers have already been rolled out this week, and on mobile users will feel the vibration of the rocket in sync with sound and vision.

 

Philip Crossman, Honda UK managing director, said: "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."

The creation, delivery and implementation of the marketing campaign has been led by Honda UK marketing communications manager Kate Barrett, with the support of Wieden + Kennedy and Starcom MediaVest.



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