Dailey, which has served as agency of record for Honda Powersports (motorcycles, ATVs, etc.) since 1979 launched a campaign for Honda’s Gold Wing motorcycle brand, relaunching the brand in celebration of its first major redesign in 17 years.
A 90-second anthem ad entitled “What Lies Beyond” introduces the new tagline, which also functions as an answer to the question of why bikers hit the open road in the first place. Set to a generic millenial folk-ish soundtrack, the voiceover celebrates the exploration of “what lies beyond” as the reason for setting out on a roadtrip during a three-day weekend and exploring unknown roads leading to unfamiliar dive bars.
Another spot, “Beyond the Screen,” sees a couple ditch their phones to connect with friends in person. A third ad celebrates the brand’s history, from 1975 to the present day, while the product-centered “Beyond the Gold Wing” highlights the redesign’s technological innovations. A fifth spot will follow some time next month. All of the spots are hosted on the campaign microsite.
“The big challenge for us was to create a bike and a campaign that appealed to our existing customer base while also attracting a customer new to touring,” Honda Powersports marketing manager Lee Edmunds said in a statement. “We think Dailey really hit the mark with the ‘Beyond’ campaign with videos that will appeal to both customer bases and a sense of exploration that will appeal to all.”
Credits:
American Honda Motor Co., Inc.
Senior Manager, Marketing – Michael Snyder
Manager, Advertising & Press – Lee Edmunds
Manager, Experiential Marketing – Keith Dowdle
Assistant Manager, Advertising – Sean McFillin
Assistant Manager, Experiential Marketing – Peter Runsten
Advertising Specialist – Ben Hoang
Dailey
ECD – Marcus Wesson
CD/Writer – Michael Miller
CD/Art Director – Mark Rouse
CD/Digital – Manaf Al-Naqeeb
ACD/Writer – Mark Lindemann
ACD/Art Director – Jin Kim
Account Director – Steve Mitchell
Account Director / Digital – Trisha Ferreira
Account Supervisor – Denise Pelton
Executive Producer – Autumn Childress
Director of Digital Production – Don Lupo
Executive Digital Producer – Christine Rhee
Digital Producer – Laura Lee
Project Manager – Jessica Uribe
Studio Artist – Steven Mitchell
Director of Technology – Mitchell Malpartida
Director of Business Affairs – Judi Chandler
Production Company – Derby Content
Director – Roberto Serrini
Production Company Producer(s) – Mary Crosse & Eli Ash
Canada Production Company – Pink Buffalo
Canada Production Company Producer(s) – Shawn Angelski & Martin Fisher
Production Design – Scott Moulton
Director Photography – Chris Wiseman
Photography – Blake Jorgenson & Bruce Benedict
Editorial Company – Derby Content
Editorial company producer(s) – Olivia Johansson; Linzy Anderson; Mary Crosse
Editor(s) – Roberto Serrini
Music Company – Noiselab
Music Producer – Pinky Turzo
Postproduction Company – The Mill-NYC
Engineering – Sound Lounge NYC
Audio – Sound Lounge NYC
CG – Thomas J Wilson
