Honda’s Reverse Poem About Failure Is an Ode to F1 Legends

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.”

CREDITS

Client: American Honda Motor Co.
Vice president and business lead: Ed Beadle
Assistant vice president, Honda and Acura marketing: Jessika Laudermilk
Senior manager, Honda marketing: Phil Hruska
Manager, Honda national advertising: Hundy Liu
Assistant manager, Honda national advertising: Phillip Lee

Agency: RPA
EVP/chief creative officer: Joe Baratelli
SVP/group creative director: Ken Pappanduros
VP/creative director: Sarah May Bates
Associate creative director: Max Wang
Associate creative director: Craig Ross
SVP/director, video production: Selena Pizarro
Executive producer: Ryan Radley
Assistant producer: Cami Ramseyer
SVP/director, business affairs: Maria Del’Homme
Associate director of business affairs: Lisa Nichols
Senior business affairs manager: Marlys Pulos
SVP/executive account director: Fern McCaffrey
SVP/group account director: Jane LoSasso
VP/management supervisor: Jacob Gentry
Account supervisor: Kelly Hu
Account executive: Alex Pineda
Product information manager: Marco Fantone

Production Company: Morton Jankel Zander
Director: Rupert Sanders
Executive producer: Alex Fisch
Line producer: Adriana Cebada Mora
Director of photography: Steve Annis
1st assistant director: Todd Thompson
Production manager: Lori Hoffman

Production Service Company: Kinema
CEO: Jose Ludlow
VP of production/line producer: Dalia Sierra Corona
Production supervisor: Lola Ovando
Production coordinator: Gina Vallejo
UPM: Dante Casas
1st assistant director: Arturo García
Photographer: Christian Salvatierra

Offline Edit: Arts Academy
Editor: Peter Wiedensmith
Executive producer: Carolina Padilla Towery
Producer: Jessica Mann
Assistant editor: Charlee Mackee

VFX: House of Parliament
VFX supervisor: Phil Crowe
VFX supervisor/creative lead: Tom Bardwell
Production: Henrie Thompson
Production: Scott Boyajan
Production: Will Jellicorse

Title Sequence: Elastic
Creative director: Benjamin Woodlock
Designer: Sky Bird
Animator: Laura Reedy
Animator: Lucy Kim
Animator: Trix Taylor
Producer: Amy Lee-Suits
Head of production: Paul Makowski
Executive producer: Kate Berry
Managing director: Eve Kornblum

Color: Company3
Colorist: Tom Poole
Assistant colorist: Dustin Wadsworth
Head of production: Kevin Brehemy

Mix: Lime Studios
Audio mixer/sound Design: Dave Wagg
Assistant audio mixer: Matthew Conzelmann
Executive producer: Susie Boyajan

Celebrity Talent
Voiceover: John Cena

Music
Licensed track: “Ascension”
Composer: Rob Simonsen
Composer: Duncan Blickenstaff