Honda literally flips the script on a poem about failure in an emotional brand campaign about Formula 1 drivers that includes a partnership with Netflix.
“Unstoppable Dreams,” created by independent agency RPA, is narrated by actor and professional wrestler John Cena, a longtime partner of the brand. It shows footage of Ayrton Senna – who is considered to be the greatest Brazilian Formula 1 driver of all time – and current F1 World Champion Max Verstappen as they experience setbacks.
The film also depicts challenges faced by Honda engineers working on new products like the hybrid-electric Prelude Concept and eVTOL electric.
Meanwhile, Cena recites: “My doubts will destroy my dreams. The more I seem to learn, the more I seem to lose.”
As the poem ends at the point of giving up, it then reverses to show drivers and engineers recovering from failure and finding success. It concludes on a triumphant note, with footage of Senna and Verstappen lifting their trophies.
As part of the campaign, Honda is the title sponsor for Netflix’s upcoming series Senna about the Brazilian F1 legend. The six-part series, which premieres on Nov. 29, will include a “presented by Honda” label and feature a new ad during the show with archival footage of Senna.
Honda’s ads will also run across social media, cinemas, and broadcast television, debuting during Sunday’s Dallas Cowboys and Pittsburgh Steelers game and continuing throughout the NFL, college football, and NBA seasons.
In November, the auto brand will stage a takeover at the Miracle Mile Shops during the F1 Las Vegas race.
“We want the viewer to understand what the Honda brand is all about, whether creating a product that helps make people’s lives better, to winning at the pinnacle level of racing, is often the result of overcoming adversity or critical obstacles,” Phil Hruska, American Honda senior manager, automotive marketing, told ADWEEK.
Cena has been the voice of Honda since 2020, starring in narrative films and projects such as 2022’s “Forever Determined” and last year’s “Keep Dreaming.”
