Dive Brief:
- Honda today (Feb. 24) launches a campaign, “Dream Up Anything,” in support of the new 2026 Honda Passport, per details shared with Marketing Dive. The dreams theme continues from previous efforts.
- Along with a 30-second spot narrated by actor-wrestler John Cena and soundtracked by “Good People,” a song by Mumford & Sons and Pharrell Williams, the effort includes short-form videos on social media that highlight features of the Passport TrailSport.
- The campaign will be featured across broadcast TV, streaming and contextual digital media partnerships. To further engage with consumers, Honda will host an “Ask Me Anything” on Reddit and sponsor the MapMyFitness Custom Challenge with Outside.
Dive Insight:
The 2026 Honda Passport will make its TV debut today as part of the “Dream Up Anything” campaign. The 30-second hero spot will air during high-profile national sports programming including NBA and NHL regular season and playoff games, and the campaign will be featured on Hispanic media including broadcast, streaming, digital and social.
“Dream Up Anything,” led by agency RPA, brings animated brush strokes to life as rugged terrain for the Passport TrailSport to navigate, while narrator Cena offers inspirational messages such as “challenges are our greatest opportunities.” Additional spots running on YouTube and Reddit focus on the vehicle’s features, including a picnic table accessory and front recovery hooks, extending the campaign from brand positioning to brass tacks.
The automaker will host an Ask Me Anything forum on Reddit on March 6 at 11 a.m. PT with Jody Suzuki, product planner for the new vehicle. Additional posts on Reddit will provide further details about the Passport and how it can help drivers enable hobbies in the outdoors. In kind, Honda is sponsoring Outside’s MapMyFitness Custom Challenge, with the media company giving readers chances to win gift cards.
The new campaign continues Honda’s dream-based creative approach. The automaker last year tapped into Formula 1 fandom with a campaign entitled “Unstoppable Dreams” that featured a spot narrated by Cena and a sports-focused media plan. Previous campaigns leveraged artificial intelligence and pop music to extend its marketing into cultural lanes.
Honda is currently embroiled in a proposed merger with Nissan. Talks recently broke down after Honda demanded that Nissan become a fully owned subsidiary, but could reportedly continue if Nissan CEO Makoto Uchida steps down.
