Torrance, CA – January 8, 2024: Honda has unveiled its thrilling new brand campaign, “Chasing Greatness,” to showcase its expanded TrailSport series – the most adventurous and off-road ready light trucks in the company’s history. The campaign spotlights the rugged capabilities of the Passport TrailSport, 7-passenger Pilot TrailSport, and the groundbreaking Ridgeline TrailSport. Designed for weekend adventurers, these models are engineered to traverse even the most challenging off-road terrains. This action-packed campaign also marks the debut of “Triumph,” a powerful new single by indie artist Bishop Briggs.
The “Chasing Greatness” campaign innovatively uses VFX technology to celebrate Honda’s rich legacy in adventure and off-road performance. The campaign vividly features the 800 hp Baja Ridgeline race truck and Honda’s championship-winning dirt bikes, artfully projected onto desert landscapes as the new 2024 Ridgeline TrailSport makes its way through stunning rock formations and dusty canyons.
A Musical Collaboration with Bishop Briggs
The launch of Honda’s TrailSport campaign coincides with the release of “Triumph” by Bishop Briggs, an indie singer-songwriter known for hits like “Wild Horses” and “River.” The new track’s theme and lyrics resonate with Honda’s continuous pursuit of innovation. Briggs, a Honda Pilot owner, adds a personal touch to this collaboration.
Extending the Campaign on Social Media
In mid-January, Honda will extend the “Chasing Greatness” campaign to its social media channels. This extension will feature three 15-second videos, utilizing artificial intelligence (AI) technology to showcase the Honda TrailSport line’s capabilities in the challenging terrains of Baja, California, and snowy conditions.
The campaign will have a significant presence across various platforms, including broadcast television, cable, streaming, and YouTube, especially during high-profile sports events like NFL, NBA, and NHL games. Additionally, the campaign will be featured in Honda’s ongoing sponsorship of the series Halo on Paramount+, aligning with the premiere of its second season in February.
About the Honda TrailSport Line
Targeting active, adventure-seeking customers, the Honda TrailSport line emphasizes the off-road capability, versatility, and durability inherent in Honda’s SUVs and pickups for over two decades. Due to its popularity, the TrailSport line has been expanded to include the Ridgeline midsize truck for the 2024 model year.
The all-new 2024 Honda Ridgeline TrailSport, the first of its kind, is Honda’s most off-road capable pickup, equipped with specialized off-road hardware, an off-road-tuned suspension, all-terrain tires, and robust steel underbody protection. The 2024 Honda Pilot TrailSport and Honda Passport TrailSport also feature enhancements like all-terrain tires, steel skid plates, increased ground clearance, and off-road-tuned suspensions, making them the most rugged and capable models in their respective categories.
