Wieden + Kennedy London’s new Honda campaign breaks nationwide on Monday 7th May. The TV spot introduces the concept of ‘Hondamentalism’ –  a word we coined to express Honda’s spirit, particularly as it applies to racing. 

Soichiro Honda said, ‘Without racing, there is no Honda.’  Whether it’s on the bike track, the race circuit, down a mountain, on a lake – it’s what they do. Excellence in racing is achieved by going that extra mile –squeezing every last drop of effort in order to be the absolute best. That’s what Hondamentalism is, and that’s what the Red H badge embodies.

The TV ad above is the first part of a campaign across several channels. A series of print advertisements will launch next week telling the stories of a few ‘Hondamentalists’ – people who personify this spirit.  And we’re doing idents for ITV’s Formula 1 sponsorship coverage, which break next weekend.

The campaign web site – www.hondamentalism.com –  will also launch on Monday 7th May. We developed this with Midas Collective,. It allows you to take a challenge to find out if you might be a ‘Hondamentalist’.

The ‘Hondamentalism’ TV ad was directed by Mark Romanek and produced by Jonathan Chads.  Big Stu Harkness was Copywriter, and Chris Groom was Art Director.

As ever, let us know what you think of the work.