Honda’s new advert celebrates the launch of its new Formula 1 partnership with Aston Martin Red Bull Racing and its existing partnership with Scuderia Toro Rosso.
The heavily stylised animated short highlights Honda Racing’s new strategic position, Powered by Honda, reviving the strapline made famous on the hugely successful F1 cars of the late 80s and early 90s.
Visualised in a stark monochrome palette with primary accents, it showcases a race of transforming vehicles, all with one common feature: they’re – yep, you guessed it – powered by Honda.
The diverse array of vehicles starts, naturally enough, with a grid of F1 cars before morphing into sports cars, motorbikes, a lawnmower, a ‘chicken chaser’ motorbike (my favourite) and even a private jet.
The ad is certainly impactful, and it makes a refreshing change to see a company employing such a radical visual approach.
Here’s the advert in full.