Honda Unleashes the Power of the Ridgeline

Developed by stop-motion artist, PES, to bring to life the model’s innovative features, the Honda campaign is led by a 60-second spot.

Honda has launched an integrated marketing push to promote the redesigned 2017 Ridgeline now available in dealerships across the United Stated. Developed by stop-motion artist, PES, to bring to life the model’s innovative features, the campaign is led by a 60-second television spot.

A sneak-peak version of the commercial has rolled out ahead of its official debut slated for the summer games in Rio. Titled The Power of Ridgeline, the advertisement showcases the versatility, utility, and comfort of the pickup by realising a full-scale construction project that ends in a surprising twist.

“The Ridgeline deserves an innovative marketing campaign. Our new campaign celebrates how Ridgeline defies convention whether used for recreation or work, to show consumers what sets it apart from the rest,” said Susie Rossick, Assistant Vice President of Marketing at American Honda Motor.

The short film is a departure from typical truck category advertising and offers a visually spectacular demonstration of the variant’s capabilities. It delivers a unique combination of in-camera choreographed long-exposure and stop-motion animation created by PES, the artiste behind the brand’s 2015 Paper ad.

The multi-channel exercise exposes consumers to the technology which makes the vehicle the best in the midsize truck segment. The Honda push also features a strong experiential presence as well as print and out of home media activations, social media programming, digital media, and original content.