"Dare to do the things others only dream of" - Hondas robot Asimo leads the way in this space-flight like lineup of Honda things that countdown to the blastoff like a rocket. Honda has cars, motorbikes, robotics, aviation and racing, all are seen in this ad. It also features the voice of dead racing legend Ayrton Senna and a cameo from Jenson Button, the McLaren-Honda Formula 1 driver in one of the cars.
Wieden & Kennedy London created the spot. Jemma Jones, the department manager for marketing communications at Honda Motor Europe, said: "This is a very important year for Honda. We wanted to celebrate this in a style which captures our unique brand.
"'Ignition' is a wonderful snapshot of the breadth of Honda – from motorbikes to robots – and hopefully demonstrates how we approach things within our company."
Ad Agency: Weiden + Kennedy, London
Creative Directors: Scott Dungate and Kim Papworth
Directed by: Aoife McArdle