Today sees the launch of Wieden+Kennedy's latest campaign for Honda, Keep Up, which celebrates Honda's belief that by pushing themselves, everyone can surpass their own perceived limits.
This philosophy is the foundation behind the brand: Honda is committed to finding out what its products are capable of by continually pushing its vehicles and technology to the limit.
Rather than just telling the story of Honda’s pioneering spirit and commitment to progress, the campaign challenges viewers’ reading speed, allowing them to feel the joy of improvement for themselves. A manifesto is delivered one word at a time, with the pace increasing throughout the film, intercut with glimpses of the new Honda fleet, which are all born from the company’s challenging spirit.
A 40” TV spot directed by Man Vs Machine, which will air on Sky Sports on Thursday 19th February during the UEFA Europa League match between Liverpool vs Beşiktaş, invites viewers to “keep up” with a message on screen, becoming increasingly difficult as the pace of the words increases to a crescendo. At approximately 500 words per minute, the fast-paced message proves that everyone is capable of achieving more than they initially thought. The energetic soundtrack, composed by Wah Wah with sound design by Factory, was created to further encourage the viewer to keep up.
Viewers are challenged to push themselves even further online through shorter – and even faster – executions of the film, and in cinemas, custom film-themed ads will run in partnership with Pearl & Dean.
Scott Dungate, Creative Director at W+K London, says “When you push and push yourself and reach a new level, it feels good. We wanted to give people that same feeling when they read our manifesto about Honda’s relentless improvement. So we challenged them to ‘keep up.’ “