Honda nods to F1 icon Ayrton Senna in emotional ‘Unstoppable Dreams’ ad

Dive Brief:

Honda is tapping into fandom surrounding Formula 1 motor racing with an emotional new campaign entitled “Unstoppable Dreams,” per a press release.
Key to the campaign is a 60-second spot that features iconic F1 drivers including the late Ayrton Senna and current FIA Formula 1 World Champion Max Verstappen. The spot is narrated by John Cena in a reverse poem format, in which lines recounting failures are reversed to tell a tale of triumph.
The campaign debuts Oct. 6 during the Sunday Night Football broadcast and will span multiple channels. Honda additionally will serve as title sponsor in the U.S. on Netflix’s ad-supported plan for the release of “Senna” and will be part of an F1 Las Vegas Takeover.

Dive Insight:

F1 is having a moment, particularly in the United States, and when a brand can lay claim to two of the sport’s most recognizable names, it makes sense to hop on the bandwagon. Senna, who died in a racing accident in 1994, will appeal to old-school fans and those diving into the sport’s colorful history. Meanwhile, Verstappen, who is the three-time reigning FIA Formula 1 World Champion, brings the brand into the present day.

Key to “Unstoppable Dreams” is a 60-second spot narrated by John Cena, who is the “official voice” of the Honda brand. The spot uses a reverse poem narrative in which a story of defeat and struggle can be turned around to be one of triumph. Over images of Senna and other motorsports athletes crashing, the spot begins with the line, “You won’t remember my name.” The first-half of the spot refers to more struggles, until it hits the line, “This is the point I give up.” The narration then reverses the lines, and the images change to those of success.

“This new Honda campaign delivers a reassuring message of how determination and self-belief can lead to resounding triumph,” said Phil Hruska, senior manager, automotive marketing, American Honda, in a statement.

Featured in the spot are iconic Honda vehicles including the 1992 Formula 1-winning McLaren Honda MP4/7A driven by Senna and the FIA Formula 1 championship 2021 Red Bull Racing Honda RB16B driven by Verstappen. Additional products include the Honda eVTOL (electric vertical take-off and landing aircraft) and Honda hybrid-electric Prelude Concept.

The spot will debut during the Sunday Night Football broadcast Oct. 6 and will run in a sports-heavy rotation spanning broadcast TV, streaming, contextual digital media partnerships and social media. The spot will continue to air during future NFL and college football games, along with the opening night of the upcoming NBA season.

The campaign will also air in theaters nationwide during major movie premiere releases. Additionally, Honda will serve as title sponsor on Netflix’s ad-supported plan in the U.S. for the release of the series “Senna” and will be part of an F1 Las Vegas Takeover at Miracle Mile in November. The latest ad from Honda builds upon past Honda campaigns, including the recent “Keep Dreaming” and “Forever Determined” spots.

Netflix is often credited with helping to grow F1’s growing popularity in the U.S., thanks to its “Drive to Survive” series. Since the series began running, the U.S. has become host to three races on the sport’s circuit — Miami, Las Vegas and Austin, Texas — and the audience is growing. The race in Miami earlier this year attracted the sport’s largest-ever U.S. television audience of 3.1 million viewers.