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By Webb Wright | NY reporter

January 8, 2024 | 3 min read

The company’s latest ad features a new track from British singer Bishop Briggs.

In a new video spot, ‘Chasing Greatness,’ Japanese automobile giant Honda showcases three new vehicles in its line of TrailSport SUV models: the Passport, the Pilot and the Ridgeline. Everything about the ad – from the location to the imagery to the music – seems calculated to drum up inspiration among viewers to step out into the unknown and push their boundaries – and, of course, to buy a Honda.

Filmed at twilight in a desert landscape that has an almost Martian appearance, the new 30-second video spot salutes what’s described in a press release as “the Honda legacy of adventure and off-road performance.” Projected on to the towering rock faces, the bumpy ground and the clouds of dust kicked up by the new SUVs, we see footage of a Baja Ridgeline race truck and Honda dirt bikes speeding through dusty tracks and launching into the air.

The core message behind the images seems to be that Honda has long excelled in the world of extreme motorsports and now it is bringing that same drive to its new SUVs. “When victory alone isn’t enough, you raise your bar, keep dreaming and go beyond the limits of what you ever thought possible,” says the ad’s male narrator.

The soundtrack for the new Honda ad is British singer-songwriter Bishop Briggs’s newly released track Triumph, an impassioned ode to perseverance that aligns with “Honda’s unyielding drive to keep chasing its next great innovation,” according to the press release.

‘Chasing Greatness’ will be aired across YouTube, streaming platforms, cable and broadcast TV. Beginning later this month, the campaign will also be featured on Honda’s official social media channels, featuring three 15-second videos that will “leverage artificial intelligence (AI) technology” to show the new SUVs driving in both Baja, California and through a snowy landscape. (The press release does not specify how AI will actually be used in these shorter videos.)

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