New Honda Corporate "The Power of Dreams" Advertising Campaign Captures the Magic of the Brand

September 20, 2007


Santa Monica, Calif., Sept. 20, 2007 — A fully integrated national advertising campaign embracing Honda's corporate theme line, "The Power of Dreams," begins Sept. 24. The strategy developed by Honda's long-standing agency of record, RPA, gives consumers a poignant perspective of Honda's long-term corporate philosophy and an understanding of what motivates the company.

Known for selling practical, reliable vehicles, Honda seeks to reveal the brand's innovation and connect consumers to its heart and soul. The communications strategy invites consumers to understand the challenging spirit that has enabled Honda to be the pioneer on a number of fronts, including environment, safety and automotive and mobility technologies.

"This Honda Power of Dreams campaign is our personal way of sharing who we are and what we stand for," said Barbara Ponce, manager of corporate advertising for American Honda Motor Co., Inc. "But, we're not simply talking about Honda, we're letting our actions, our products and our dreams speak for us. The home video format keeps it real, and at the same time opens new doors and perspectives that customers can discover for themselves at"

One spot focuses on many of Honda's worldwide innovative dream products, many of which are not familiar to the average automobile customer. Viewers are invited into Honda's world of dreams to see what they see. The Who's "I Can See for Miles" builds as the spot unfolds. Another spot begins in November and will highlight Honda's environmental technology.

"Honda has an amazing vision for what's possible?whether it's the future of mobility, eco-friendly technology, safety, air travel, or even robotics. The idea of the ?See What We See' spot is to invite people to share in Honda's unique vision by bringing several of Honda's ?dreams realized' together in an engaging, conceptual way," said Todd Carey, associate creative director at RPA.

Targeting adults 25-to-49 years old, the corporate campaign will launch on network TV during season premieres of many new and highly rated returning shows, including Brothers & Sisters, Dancing with the Stars, Cane and Chuck. Spots will also run on Major League Baseball playoffs, the World Series, nearly 30 cable networks and National Public Radio (NPR). Cable and NPR will sustain the campaign after the launch period.

Several cable networks have special features including National Geographic Channel's Preserve Our Planet. Using isolated positioning of custom-branded vignettes, this programming aligns with The Power of Dreams philosophy by communicating Honda's commitment to providing a cleaner environment for future generations.

Print carrying the "See What We See" theme begins in October. To support and sustain awareness generated by TV, synergistic print and online opportunities were secured with ESPN, O the Oprah Magazine, Rolling Stone and Wired, whose readerships align with Honda's key target segments.

Integrating The Power of Dreams theme, interactive media is a significant part of the campaign and features an engaging microsite at Users are invited to explore a myriad of Honda's dreams in a deeper and more personal way. Dreams found in the spot and others including CVCC, Civic GX and Phill and 4-stroke marine engine can be discovered in greater detail with pictures, videos and related links. Users will get an inside look at Honda's past, present and future dreams and will learn how they came to be.

To build momentum, online media includes high-impact, high-reach home-page roadblocks on AOL, CBS, CNET, Forbes, Time and YouTube. The campaign will run on 17 major Web sites in relevant content categories such as news, community, environment, technology and sports. The creative will utilize rich-media ad units to increase brand interaction and showcase the TV spots.

Google site targeting and search marketing will extend the reach and drive traffic to The Power of Dreams microsite.

Creative Credits Campaign: American Honda Motor Co., Inc., The Power of Dreams Creative Directors: Joe Baratelli & David Smith Associate Creative Director/Art Director: Curt Johnson Associate Creative Director/Copywriter: Todd Carey Interactive Art Director: Luis Ramirez Interactive Copywriter: Dan Roberts Agency Producer: Brian Donnelly Production Company & Location: MJZ, Los Angeles, CA Director: Phil Joanou Director of Photography: Jeff Cutter Editor & Company: Robert Duffy, SpotWelders Music/Sound Design: 740 Sound Design

About American Honda Motor Co., Inc. Honda is one of the world's leading producers of mobility products including its diverse line-up of automobiles, aircraft, motorcycles and ATVs, power products, marine engines, and personal watercraft. Founded in Japan in 1948, Honda began operations in the U.S. in 1959 with the establishment of American Honda Motor Co., Inc., Honda's first overseas subsidiary. Honda began U.S. production of motorcycles in 1979 and automobiles in 1982. The company has invested more than $9 billion in its North American operations, with employment of more than 33,000 associates, and annual purchases of more than $16 billion in parts and materials from suppliers in North America.

About RPA RPA, headquartered in Santa Monica, Calif., is the largest independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA also serves as a media planning and buying agency for clients such as MGM, Lenox Financial Mortgage and Zatarain's. For more information, visit