Honda's Revolutionary All-Electric SUV Campaign Paves the Way to Net Zero Emissions

Article Brief:

In a recent announcement, Honda unveiled its latest brand campaign titled "Keep Dreaming." The campaign serves as a platform to introduce the highly anticipated 2024 Prologue, an all-electric SUV. Furthermore, Honda is using this opportunity to highlight its rich history of innovation and its unwavering commitment to achieving global carbon neutrality by 2050, as stated in a press release.

Narrated by John Cena, this 60-second commercial showcases Honda's advancements in emissions reduction, hybrid and electric vehicles (EVs), and space and air technologies over the years. The advertisement will be featured on broadcast and streaming TV, digital media partnerships, social media platforms, in movie theaters, and among Hispanic media outlets.

To further engage consumers, Honda has created interactive murals equipped with QR codes and 3D AR animation in both New York and Los Angeles. Additionally, the brand plans to amplify its campaign by participating in activations at TwitchCon Las Vegas (Oct. 20-22), utilizing the power of emerging digital channels.

Article Insight:

In response to the growing consumer demands for electric vehicles, Honda has introduced the 2024 Prologue, its inaugural all-electric SUV. The company's latest venture is being described as "ambitious" within the context of an industry-wide push towards increasing electric vehicle manufacturing.

The labor dispute between Detroit automakers and the United Auto Workers union intensifies as they grapple with the transition to an all-electric, emission-free future. In response, Honda takes a bold step forward in the evolving automobile market. Through a captivating new advertisement, animated visuals showcase Honda's history of innovation, spanning from their efforts to meet emissions standards in the 1970s to their pioneering introduction of the first hybrid-electric vehicle in America, the 1999 Honda Insight. Additionally, the commercial envisions future concepts related to air, space, and sustainability. Directed by the renowned duo Smith & Foulkes, the cinematic 60-second ad titled "Keep Dreaming" serves as an extension of Honda's longstanding "Power of Dreams" campaign.

The advertisement will be broadcasted on various channels and will be shown during popular national sports events such as the NHL, NBA Opening Night game, and highly-rated NFL and NCAA college football matches. As Toyota and its Lexus brand aim to unify their messaging to target both multicultural and mainstream audiences, Honda's ad will also be aired on Hispanic broadcast, streaming, digital, and social platforms.

This campaign is also in line with Honda's tradition of embracing new marketing avenues, including platforms like Pinterest and Topgolf. Additionally, the company collaborated with illustrator Paul Shipper to create its first-ever murals called "Wall of Dreams," located in New York and Los Angeles. These murals incorporate a QR code that triggers a 3D AR animation, highlighting Honda's innovation story.

The brand will also be present at TwitchCon Las Vegas next month, where they will showcase the 2024 Prologue in person. Attendees will have the opportunity to compete in the latest version of the Fortnite-based Hondaverse before its official release in the fall. Additionally, the brand has planned streamer meet-and-greets and merchandise giveaways to further connect with digitally native consumers.