Chasing Greatness

Honda highlights its chase for greatness in the new Rugged Campaign.

To highlight its most rugged truck and SUV lineup yet, Honda is launching an ambitious new brand campaign, “Chasing Greatness,” with a TV spot that illuminates the company’s off-road innovations and successes. In the commercial, we follow the Honda TrailSport lineup—including our first look at the new 2024 Ridgeline TrailSport—as it drives past rugged Honda products and milestones, depicted as “living picture" moments projected onto the rugged environments and terrains our vehicles conquer.

We’re also co-launching our campaign with the powerful new single “Triumph” by Bishop Briggs. Briggs, a British singer and songwriter in the alternative space, rose to prominence with her hit singles “White Horses” and “River,” the latter of which reached Top 3on the Billboard Alternative Songs chart in 2016. She’s since released two albums, Church of Scars and Champion, as well as a self-titled EP, and is now working on new music. We chose this track in large part for its theme and lyrics, both of which punctuate Honda’s undying drive to keep chasing its next great innovation.

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