New Campaign – Honda

Wieden & Kennedy’s much-anticipated follow-up to the multi-award winning Honda “Grrr” campaign breaks on Friday. “Impossible Dream” features past and present Honda products, including the very first Super Cub C100 bike produced in 1958 and a Honda powerboat.

Honda UK marketing communications manager Matt Coombe says: “We wanted to illustrate the fact that we are much more than just a car company.” The ad begins with a Honda test-driver lip-syncing Andy Williams’ The Impossible Dream. He rides off on a Monkey Bike but, through a series of edits, goes on to ride and drive several other Honda vehicles, eventually ending up behind the wheel of the powerboat. The test-driver heads off towards a spectacular waterfall and starts to plummet, before rising from the depths on a Honda hot-air balloon to mime the crescendo of the song.

Media planning and buying is by Starcom, with communications planning by Naked Communications.