Innovation and Curiosity celebrated in Honda’s new brand campaign with Channel 4 Documentaries


Innovation and curiosity are at the heart of the latest Honda brand campaign which takes viewers on a journey through Honda’s rich heritage and engineering advancements. Created for Channel 4 Documentaries, the campaign includes ground-breaking historical and concept products as well as current machinery - all reflecting Honda’s passion for friendly technology, useful design and ultimately, ‘The Power of Dreams’.

Breaking at 9pm on Tuesday 18 June in ‘Child Genius’, the campaign premieres as a set of short bumper break films which continues Honda’s fourth year of Channel 4 documentaries sponsorship. A full version of Honda ‘Hands’ is now live on Honda (UK’s) YouTube Channel, which you can view here

The films showcase Honda’s rich brand heritage with an engineer’s inquisitive hands intricately playing around and transitioning between Honda products and, in the process, showing viewers the story of Honda’s greatest achievements.

It all starts with the ‘nut’ to signify the start of the production process. This quickly morphs into Honda’s very first engine; the Type A.

Throughout the films, viewers will see two wheeled products including the 1958 Super Cub, the current CRF450R off-roader, the 2RC143 -Honda’s first Isle of Man TT winning bike- and the current TT winner, the 2013 racing Fireblade.

Car-wise, eagle-eyed viewers will notice the much loved Jazz, British built CR-V, the current Civic alongside the 1972 original, plus the BTCC version and the 2007 Type R. The original NSX also makes an appearance alongside the new concept model which was unveiled at this year’s Detroit Motor Show.

Other Honda products include the Honwave T38 inflatable boat, an All Terrain Vehicle, leaf blower and the new Miimo robotic lawnmower.

ASIMO and the early robotic machine, the E3, appear along with the Dream solar powered concept car and the zero emission, hydrogen-powered FCX Clarity which emits only water.

It all culminates with Soichiro Honda’s personal dream: to bring personal mobility to the skies - the HondaJet.

Olivia Dunn, Head of Marketing at Honda (UK) commented; “We have continued our sponsorship of Channel 4 Documentaries as they are an ideal partner for Honda. They push the boundaries and share our progressive, curious and innovative values.

“We are particularly excited about this year’s campaign as it celebrates and really brings to life all the achievements the company has made over the last 65 years, leading it to become the largest engine manufacturer and racing company in the world. Honda has plenty to shout about and has lots of stories to tell and we want to shout as loud as we can!”

The start of this campaign coincides with the Honda marketing team’s recent success at the 2013 eBay Motors Awards which took place on Tuesday 11 June. The Honda Civic Spark TV advert fought off stiff competition to take the eBay Users Media Campaign of the Year Award.

Otherwise known as ‘The Great Unknown’ campaign, the spark advert marked the launch of the ninth generation Civic in early 2012. The advert followed the spark of an idea from conception in the Honda factory which then shot off in different directions, signaling the development of the car, before finally resulting in the new Civic. The advert delivered the message that it’s only by venturing into the unknown that you can truly discover something new and innovative.