American Honda Motor Co: Honda

A fully integrated national advertising campaign embracing Honda’s corporate theme line, “The Power of Dreams,” began Sept. 24. The strategy developed by Honda’s long-standing agency of record, RPA, gives consumers a poignant perspective of Honda’s long-term corporate philosophy and an understanding of what motivates the company.

Known for selling practical, reliable vehicles, Honda seeks to reveal the brand’s innovation and connect consumers to its heart and soul. The communications strategy invites consumers to understand the challenging spirit that has enabled Honda to be the pioneer on a number of fronts, including environment, safety and automotive and mobility technologies.

One spot focuses on many of Honda’s worldwide innovative dream products, many of which are not familiar to the average automobile customer. Viewers are invited into Honda’s world of dreams to see what they see. The Who’s “I Can See for Miles” builds as the spot unfolds. Another spot begins in November and will highlight Honda’s environmental technology.

“Honda has an amazing vision for what’s possible—whether it’s the future of mobility, eco-friendly technology, safety, air travel, or even robotics. The idea of the ‘See What We See’ spot is to invite people to share in Honda’s unique vision by bringing several of Honda’s ‘dreams realized’ together in an engaging, conceptual way,” said Todd Carey, associate creative director at RPA.