The ad, which first aired in 2005, will break today (26 April) in the Netherlands, and will continue to roll out across 28 other markets throughout Europe, including the UK, throughout the year. Wieden & Kennedy created the ad.
Honda says “Impossible Dream” has been reinvented and augmented to help establish a consistent tone of voice for Honda across Europe. It aims to represent the company’s unique philosophy.
Ian Armstrong, Honda’s manager of communications, says: ’Honda is embarking on a journey to create a greater, consistent understanding of the brand across Europe, and ’Impossible Dream’ is a fantastic opportunity to showcase both historic and future products in a film that truly generates a strong reaction from everyone who sees it.”
The new ad will feature ’the future’ of the brand, including the hydrogen fuel cell car FCX Clarity, its hybrid coupe CR-Z, Asimo, the humanoid robot and the HondaJet.
It will again be soundtracked by the Andy Williams track ’Impossible Dream’ in its entirety.
Armstrong was recently promoted to his role at Honda Motors Europe, along with Tom Gardner, head of marketing for cars.
Honda Motors Europe recently appointed Starcom to handle its €150m (£130m) pan-European consolidated media planning and buying assignment and is running a crowd-sourcing project called ’Live Every Litre’.