The idea behind the campaign is to show how every minute adjustment in the lab has an explosive impact on the track, inspired from when Pierre Gasly, driving the Honda F1 Power Unit, beat Lewis Hamilton to a podium finish at the 2019 Brazilian Grand Prix with a difference of just 0.062 seconds. Digitas and Honda have partnered to create a real-footage, seasonal kick off and it represents a break from the animation style leveraged in 2019.
The work showcases Honda’s iconic colour palette of white, black and red, this time marrying the visceral sounds of Honda engines with the silence and determination of technical teams at its HQ. The film builds suspense, slowly getting to real footage of the new cars (with their new 2020 livery), supplied by the two teams – Aston Martin Red Bull Racing and Alpha Tauri – from their team shakedowns just weeks ago. The cast are all employees of Honda Racing F1 with Honda Racing F1’s technical director Tanabe-san featuring as a cameo.