A dream is just a dream until you put it to the test. Then, once it’s explored, shaped, torn apart and put back together, and pushed to the limit, it becomes a car, according to Honda’s new European campaign. The automobile company uses imagination and surrealism in a magnetic advertisement that conveys its brand philosophy around engineering.

“Your Dreams Engineered”, created by the Pablo London agency, is the company’s new creative platform for European markets, and aims to remind consumers of Honda’s history and legacy in innovation, as well as continue positioning the carmaker as a company where engineering is applied to make life easier for customers and help them make their dreams come true.

The idea is expressed in a dreamlike piece that, precisely, shows human dreams as protagonists. They adopt the presence of a white ball that changes state and shape under different Honda engineering processes. Thus, you can see how they are manipulated, stretched, broken down or molded until they finally become the current range of Honda cars.

The campaign represents the brand’s commitment to a more emotional narrative and a higher discourse, compared to a more tactical one that has focused on showing the cars themselves. “Every Honda starts with a customer and a dream. ‘Your Dreams Engineered’ is about celebrating the genuine, human-centred approach to innovation, craftsmanship and engineering that generations of drivers have put their trust in.“, explained Olivia Dunn, Director of Automotive Communication for Europe, according to Little Black Book.

For their part, the creative team behind the campaign points out that the spot seeks to highlight that behind every significant innovation there is something human, especially in a context deeply marked by artificial intelligence. Thus, the campaign expresses the joy and curiosity that articulates each idea and celebrates both the creation process and the final product.

The ad has been produced by Magna Studios and has been running since June on television, as well as in outdoor advertising and on social networks, where it shows the different Honda models and the dreams of its drivers that come true. It has also collaborated with local influencers and content creators to promote the Prelude model by offering them a glider experience in the French Pyrenees.

Original post by Gonzalo Montoya on Instagram.