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    Honda touts its ‘Forever determined’ future with John Cena

    Honda’s latest efforts give us all a driver’s-seat view of more than 70 years of iconic Honda products from the past, present and into the future.

    Get ready for a first-person ride through the history of some of Honda’s major breakthroughs – as well as a glimpse into the future. 

    The Japanese carmaker has debuted its ‘Forever determined’ ad. The spot begins with grainy black-and-white footage; the camera is a bit shaky, meant to emulate the perspective of somebody riding a motorbike in the 1940s. “When we were a motorized bicycle company,” John Cena’s voice then cuts in, “they said that’s fine for the streets – but you’ll never win a race.” The shot immediately cuts to the perspective of someone sitting behind the Honda RC142 Motorcycle at the Isle of Man TT Race. 

    The pattern continues throughout the TV spot – each time Cena recalls a barrier that Honda has been presented with through the years, and the subsequent shot shows a new Honda vehicle designed to overcome that barrier: “You won’t win Formula 1 in a hybrid” (cut to a shot of the Honda-Powered F1 racecar winning the 2021 FIA Formula 1 World Championship); “you’ll never make a real truck” (a shot of the Honda Baja Ridgeline Race Truck). The spot builds up to a CGI shot of the Honda eVTOL (vertical takeoff and landing) vehicle, described in a 2021 blog post as “an all-electric or a hybrid-electric or possibly both ... aircraft for Urban Air Mobility” that the company “expects to be in service sometime after 2030.”

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    The camera, seemingly attached to a rocket and suggesting a spacefaring future for the company, then shoots through the upper atmosphere into the starry blackness of space. The ad closes with the tagline: “The power of dreams.”

    ‘Forever Determined’ is being positioned by Honda as a continuation of the themes that were featured in its ‘Origin of Everything’ spot, which also included a voiceover from Cena and used lofty language and imagery to portray Honda as a brand with a historic legacy that has big plans for the future. 

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    “As Honda prepares for an electrified future, we want to show our next generation of customers how Honda’s values have created a wide range of innovative mobility products, and we will continue to do so in the future. That is the essence of our new ‘Forever Determined’ spot – the next evolution in our Honda brand campaign.”

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    The TV spot – which is being aired in English, Spanish and Mandarin – was launched today. It’s being rolled out “across a wide range of media platforms,” according to a press release. “A unique extension of the campaign” – in the form of a so-called ‘Honda Hub’ in Fortnite – will also be featured in the Hondaverse, the company’s branded activation on Twitch. 

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