As a brand, Honda continually takes on some pretty daring engineering projects. From Formula 1 through to aviation and humanoid robotics, Honda’s challenging spirit runs through everything it does, and we think there’s no other car company quite like it.
This is set to be a big year for Honda. During 2015, every model within Honda’s automobile line-up is new or refreshed, including the new HR-V and the hotly anticipated Civic Type R. This year has also seen the Honda Jet make its first commercial flight and Honda’s return to Formula 1.
We wanted to create an out-of-this-world brand campaign that would reflect this daring ambition, capturing Honda’s philosophy with the inspiring campaign line: “Dare to do the things others only dream of.”
Inspired by Honda’s daring spirit, the film pays homage to one of the boldest expressions of human curiosity and engineering endeavour; space flight.
Opening on Honda’s humanoid robot, ASIMO, the camera reveals a line-up of Honda products arranged on an impressive runway. The sky and sun are reflected in the road surface and the water below. Viewed from above, the formation mimics the familiar shape of a space shuttle or rocket.
From the NSX’s driver captured with a picture of an original 1991 NSX held in his hand to space travel-inspired iconography and cinematic details, the film aims to capture viewers’ imaginations. Eagle eyed viewers will even spot a very special cameo from McLaren-Honda driver Jenson Button and recognise the voice of the late, great Ayrton Senna.
Ignition was shot on location on the Podilsko-Voskresenskyi bridge, Kiev, Ukraine by Aoife McArdle through Somesuch. Local production was supplied by Radioaktive. The film’s epic cinematic look was enhanced through SFX and post production by The Mill, and sound design was crafted by Factory. The film’s score was designed by science fiction film composer Walter Mair through SIREN, and features segments from Beethoven’s Symphony No. 5 and Mozart’s Queen of the Night Aria; 2 tracks that feature on the Golden Record that Voyager took into outer space in 1977. Media was handled by Starcom MediaVest Group.
The film is additionally supported online through Honda’s websites, where deeper stories on the ambition and challenges of the fleet can be found.
If daring to do things others only dream of looks this good, we’re definitely on board.