Honda to launch W+K's 'Impossible Dream' ad in Europe

LONDON - Honda is launching an extended and enhanced version of its award-winning 'Impossible Dream' ad across Europe from tonight (26 April).

The two-and-a-half minute ad, created by Wieden & Kennedy London, uses Andy Williams' version of 'The Impossible Dream' song and continues to use the brand's strapline, 'The power of dreams.'

The ad comes five years after the original campaign and forms part of an international rollout across 28 markets, including the UK, Italy and the Netherlands.

The film features a man travelling cross-country by switching between using a Honda car, motorbike, speedboat and aeroplane, showcasing 'the future' of the brand by featuring Honda's hydrogen fuel cell car (FCX Clarity), the Hybrid Coupe (CR-Z), Asimo, the humanoid robot, and the HondaJet.

Honda has in recent years earned a reputation for launching compelling TV advertising, having started with the 'Cog' (the Domino Rally-style ad featuring car parts) followed by 'Hondamentalism', 'Impossible Dream' and ‘Choir', as well as its ground-breaking live skydiving ad in 2008.

Ian Armstrong, Honda's manager of communications, said: "Honda is embarking on a journey to create a greater, consistent understanding of the brand across Europe, and 'Impossible Dream' is a fantastic opportunity to showcase both historic and future products in a film that truly generates a strong reaction from everyone who sees it."