Honda Motor Co. is making the biggest investment in its “Power of Dreams” campaign in a decade, as the company plugs its breadth of products and history of innovations to keep its brand front and center amid vehicle supply shortages, while separating itself from upstarts like Tesla Inc.
A new ad called “Origin of Determination” features aircraft, motorcycles, all-terrain vehicles, sports cars and sedans — both new and old — using a combination of CGI, historical photos and live-action footage. The Honda products are shown zooming along a special-effect laden desert scene set to a remix of Verdi’s "La Traviata, Act I” called “Stampede” from Superhuman with new Honda spokesman John Cena serving as the voiceover.
RPA handled the ad, which was directed by Paul Mitchell.
The goal is to remind viewers of Honda’s legacy as it enters the EV business and battles upstart competitors such as Tesla. Honda is late to EVs but has a goal of selling 500,000 battery-electric and fuel cell vehicles by 2030 in North America, according to Automotive News, which has also reported on the company’s plans to produce electric air mobility vehicles and so-called avatar robots that are designed to replicate human movement.