Honda, Kumamoto  (4/2007)

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.”