Dive Brief:

• Honda has launched a new campaign, “Chasing Greatness,” highlighting its expanded line of TrailSport truck models, including the first-ever Ridgeline TrailSport truck, according to a press release. 
• A 30-second commercial showcases the line and is set to the tune of indie artist Bishop Briggs’ new song, “Triumph.” Later this month, the campaign will extend to social media with three 15-second videos leveraging artificial intelligence (AI). 
• “Chasing Greatness” will span broadcast television, cable, streaming and YouTube and will have a presence in sports coverage across the NFL, NBA and NHL. The campaign will additionally appear in Honda’s ongoing sponsorship of “Halo” on Paramount+.

Dive Insight:

Honda is looking to evoke a spirit of adventure in its new “Chasing Greatness” campaign, bringing to the spotlight new additions under its expanded TrailSport line, which are billed as the brand’s most off-road ready trucks yet. 

The campaign’s 30-second ad leverages visual effects technology to help bring to life various Honda products, per release details. Featured is the new 2024 Ridgeline TrailSport, which is highlighted alongside projections of the 800 hp Baja Ridgeline race truck and several championship-winning Honda dirt bikes in a creative callback to the brand’s off-roading history. Also highlighted in the campaign are the Passport TrailSport and the Pilot TrailSport.

Additionally, the spot serves to help launch indie artist Briggs’ new song, “Triumph,” a move that could help the brand tap into the music scene, a popular consumer touchpoint, while amplifying its latest creative. Other singles by the artist include “Wild Horses” and “River,” with the latter having reached the top three on the Billboard Alternative Songs chart.

In mid-January, Honda will release three 15-second videos that leverage AI to create fast-paced spots meant to highlight the abilities of the Honda TrailSport line to navigate snowy conditions and the challenging terrain of Baja, California. The carmaker’s use of AI in its creative is yet another signal of the growing bets advertisers have placed on the buzzy tech to bolster their marketing strategies. 

“Chasing Greateness” will play a role in Honda’s continued sponsorship of “Halo” on Paramount+, with the title’s second season set to debut in February. Aside from Honda’s latest effort, the brand has sought to differentiate itself and reach new audiences through creative swings like interactive augmented reality murals under its “Keep Dreaming” campaign and a fully immersive world on Fortnite dubbed the “Hondaverse.”