Fast cars, high energy, deafening noises and impressive engines. The world of Formula 1 is a high octane, adrenaline-infused race to the finish line. And the engineering behind an F1 car is a work of art in itself, not least because of the minute tweaks that can mean the difference between first and second place.
Digitas UK have created an animated spot for Honda to promote the brand’s role in Formula One racing. The ad specifically launches Honda’s partnerships with Aston Martin Red Bull Racing and Scuderia Toro Rosso.
The animation sticks to a limited colour palate of red, white and black with hints of Red Bull yellow and blue as it runs us through Honda’s machine prowess in ‘Powered by Honda’. The ad reprises a strapline that ran on F1 cars from 1988 to 1992.
Whilst we’ve all seen, and heard, an F1 car racing, the animated effect adds a layer of excitement and breathlessness to the undertaking. We see Honda’s power units in all the vehicles racing around the track, from lawnmowers to aeroplanes, motorbikes and speedboats. But it is the F1 cars that retain the focus seemingly implying that the expertise at the heart of all other Honda machines has led to these cars’ creation.