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By John McCarthy | Opinion editor

August 14, 2015 | 2 min read

Honda’s latest brand campaign launches a rocket-fuelled ad with the intent of paying homage to the technological wonder that is space flight - a masterclass of human ingenuity and drive.

As part of a seven-figure partnership with Starcom Mediavest Group UK (SMG), the campaign will premiere on Channel 4 with the ‘Ignition’ ad from Wieden & Kennedy.

To raise awareness of the Japanese brand’s expertise in automobiles, motorcycles, robotics, power equipment, aviation and racing, the push will spread Honda’s ‘Dare to do the things others only dream of’ philosophy.

On the slot featuring Honda’s robot, Asimo, the voice of Ayrton Senna and an appearance from Jenson Button, Kate Barrett, marketing communications manager at Honda, said: “Recognising the significance of 2015 for Honda and the strong need for an epic brand piece I am really excited to launch our brand campaign ‘Ignition’.

"This signifies that Honda is truly back this year in a big way; the campaign demonstrates Honda’s heritage and our truly daring and challenging spirit. I believe this piece to be unique and memorable, and will deliver how we want to represent our brand moving forward.”

Elliott Millard, managing partner Starcom Medivest Group, UK, added: “The partnerships SMG has created for ‘Ignition’ demonstrate its strength in producing collaborative campaigns.

"We always ensure that the brands we work with are able to communicate effectively with their target audience, and in this case Honda is speaking directly to potential customers letting them know the exciting brand has returned.”

An interesting hook-up with Loop Me Mobile will also vibrate the mobiles of those watching the ad to help bring the creative to life.

SMG also created a partnership between Honda and AOL’s Citizen Mars documentary with the brand now serving as a UK Partner for the series.

Honda Space Jensen Button

Content created with:

Starcom MediaVest Group

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