Honda “Hondamentalism” (01:00) #
The “Hondamentalism” spot is part of an
integrated campaign designed to convey
the idea of commitment to the very
highest levels of performance and uniqueness. “An engineer once said that to build
something great is like swimming through
honey,” states the voice of acclaimed US
author Garrison Keillor in the background.
Six scientists join together to fight the
wind, working towards that ultimate goal:
a red-glowing Honda logo. The voiceover
ends on the words: “They have reached
their goal. That’s Hondamentalism.”