New Honda campaign over-claims instead of overtaking

Honda is celebrating a refreshed model line-up, its first plane and return to Formula One racing with the McLaren team.

So it’s adapted its long running ‘Power of Dreams’ campaign with the line ‘dare to do the things others only dream of,’ in a new all broadcast campaign through Wieden+Kennedy London.

So far so good.

It’s when you get down to the nitty gritty that problems occur. In the Stig kit, for example, we have Honda F1 driver Jenson Button.

Unfortunately poor Jenson’s spent more time this year walking back to the pits looking glum than troubling the scorers.

The film also features the voice of Ayrton Senna, who used to win a lot with his Honda engine. Think I might have left that uncomfortable reminder out.

Still, you have to make the most of your ‘assets’ don’t you? Shows the expensive dangers of F1 though. You make all these plans and then…

It’s a nice enough film, squeezes everything in and all that. But hardly convincing, as per the above.

MAA creative scale: 6.

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