Honda Premieres "Racing Against Time" Short-Film Documentary Featuring Skateboarding Legend Tony Hawk and Star Trek Screenwriters Roberto Orci and Alex Kurtzman - VIDEO ENHANCED
TORRANCE, CA - October 9, 2009: Honda will debut its fifth short-film documentary, “Racing Against Time,” as part of the “DREAM THE IMPOSSIBLE” Documentary Series on Mon., Oct. 19 at http://dreams.honda.com.
Directed by Joe Berlinger with producers @radical.media, “Racing Against Time” takes a personal look at what defines the essence of racing and how the best work is often done when the pressure is high and competition is fierce. The film illustrates Honda’s racing spirit, as Honda associates persevere to develop innovative environmental solutions. Teamwork also is shown as an integral contribution to extraordinary results. These themes are brought to life during the seven-minute film through personal experiences shared by professional skateboarder Tony Hawk, “Star Trek” and “Transformers” screenwriters Roberto Orci and Alex Kurtzman, and IndyCar driver Tony Kanaan. Stories from several Honda associates also are featured, including Sachito Fujimoto’s challenge to develop the Honda FCX Clarity fuel cell electric vehicle.
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Launched in January 2009, the “DREAM THE IMPOSSIBLE” Documentary Series is intended to speak to both the hearts and minds of consumers by revealing stories of Honda’s corporate philosophy at work through an intimate multimedia, interactive Web site. The campaign strategy was developed by RPA, Honda’s longstanding agency of record.
To connect with consumers in a relevant environment that promotes real people sharing real stories, Honda is showcasing all of its “DREAM THE IMPOSSIBLE” Documentary Series trailers during ESPN’s “30 for 30” film series. The “Racing Against Time” trailer will first air on Tues., Oct. 20. ESPN’s “30 for 30,” which began on Oct. 6, is a weekly documentary series to celebrate ESPN’s 30th anniversary and features 30 films from some of today’s finest storytellers detailing the issues, trends, athletes, teams and events that transformed the sports landscape over the past 30 years. For the first time, “DREAM THE IMPOSSIBLE” trailers will run on TV during national “30 for 30” premieres.
“Honda’s new doc film, ‘Racing Against Time,’ was developed to share our unique corporate culture rooted in racing, and to inspire people to innovate—no matter what the circumstances,” said Barbara Ponce, Manager of Corporate Advertising for American Honda. “Honda’s racing spirit goes far beyond the race track—it’s a unique approach to business that allows us to face and survive difficulties in the marketplace, including the current environmental and economic challenges.”
“In ‘Racing Against Time,’ Joe Berlinger brings a whole new dynamic to Honda's ‘DREAM THE IMPOSSIBLE’ Documentary Series. There’s a real sense of urgency to the film. The pacing, music and imagery all reflect the intensity and drive of the people we interviewed—whether it’s pro athletes, like Tony Hawk and Tony Kanaan, describing the challenges of competing against the clock or environmental experts and scientists discussing solutions for the looming deadlines that our planet will face in the near future,” said Todd Carey, associate creative director at RPA.
The “DREAM THE IMPOSSIBLE” Documentary Series has received thousands of press and online mentions since it launched. A sixth film, “Living with Robots,” is in production and will launch in January 2010. The Web site, http://dreams.honda.com, has surpassed Web site visitation goals and has positively moved key brand image metrics.
The campaign targets 25- to 49-year-old adults with a youthful spirit, who are comfortable with technology, who value authenticity, and who are drawn to brands they can relate to, connect with, or admire.