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Honda “Sound of Honda / Ayrton Senna 1989” 2013

Honda “Sound of Honda / Ayrton Senna 1989” (2013) is a Honda commercial directed by Kosai Sekine for Dentsu Inc., produced by Dentsu Creative X Inc.. It won 6 awards, including Cannes Lions 2014 Titanium Grand Prix, D&AD 2014 Crafts for Advertising: Sound Design & Use of Music for Digital Marketing Black Pencil and Spikes Asia 2014 Grand Prix Film Internet Film.

Honda recreates Ayrton Senna's fastest lap at Suzuka Circuit using light and sound, showcasing their telemetry technology and commitment to innovation.

Video: Honda Greece on YouTube

Shot by shot

  1. A person in silhouette lifts a garage door, revealing a grey sky and industrial background, with "Ayrton Senna 1989" text overlaid.© Honda0:06
  2. Three men in dark clothing and white gloves carry a large, dark panel through a dimly lit, industrial-looking room.© Honda0:10
  3. Silhouetted figures of a pit crew push equipment through a garage towards a race track, with Japanese text overlaid.© Honda0:13
  4. Two people in dark clothing and white gloves are seen from behind, carefully handling a large, dark speaker against a plain, light sky.© Honda0:17
  5. A person in dark pants walks along a blue and white striped track, dragging a black cable behind them, at a race track.© Honda0:18
  6. A wide shot of a race track with many black speakers lined up, and a city skyline with a Ferris wheel in the background under a cloudy sky.© Honda0:21
  7. Three people, two men and one woman, stand with their backs to the camera, looking out over a race track from a control booth.© Honda0:23
  8. A wide shot of an empty, dark race track at night, illuminated by purple-hued lights, with Japanese text appearing on screen.© Honda0:35
  9. A white number zero transforms into a geometric pattern on a dark screen, with an IBM logo visible at the top.© Honda0:41
  10. A middle-aged East Asian man with glasses looks up in awe, surrounded by other people in a dark, indeterminate interior space.© Honda0:46
  11. A person's silhouette is seen from behind, looking at a large sound mixing board with glowing green lights and multiple screens in a dark room.© Honda0:58
  12. Two men, one with blonde hair and glasses, the other with a beard, sit in a dark, empty stadium at night.© Honda1:00

Stills © Honda. Made by Dentsu Inc., Dentsu Creative X Inc. and Kosai Sekine.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Recreating a legendary F1 lap with light and sound to celebrate Honda's racing heritage.

Tagline: “The Power of Dreams”

historical recreationtechnological marvelhomage to a legendimmersive experiencesound as spectaclelight show

The cut

Length
90 s
Shots
40
Average shot
2.2 s

What creatives use Honda “Sound of Honda / Ayrton Senna 1989” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Honda “Sound of Honda / Ayrton Senna 1989”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A person in silhouette lifts a garage door, revealing a grey sky and industrial background, with "Ayrton Senna 1989" text overlaid.© HondaThree men in dark clothing and white gloves carry a large, dark panel through a dimly lit, industrial-looking room.© HondaSilhouetted figures of a pit crew push equipment through a garage towards a race track, with Japanese text overlaid.© HondaTwo people in dark clothing and white gloves are seen from behind, carefully handling a large, dark speaker against a plain, light sky.© Honda
    Frames from Honda “Sound of Honda / Ayrton Senna 1989”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Honda “Sound of Honda / Ayrton Senna 1989” in order, with its length, framing and what happens in it.

    A person in silhouette lifts a garage door, revealing a grey sky and industrial background, with "Ayrton Senna 1989" text overlaid.© HondaThree men in dark clothing and white gloves carry a large, dark panel through a dimly lit, industrial-looking room.© HondaSilhouetted figures of a pit crew push equipment through a garage towards a race track, with Japanese text overlaid.© HondaTwo people in dark clothing and white gloves are seen from behind, carefully handling a large, dark speaker against a plain, light sky.© HondaA person in dark pants walks along a blue and white striped track, dragging a black cable behind them, at a race track.© HondaA wide shot of a race track with many black speakers lined up, and a city skyline with a Ferris wheel in the background under a cloudy sky.© Honda
    Length: 90 s · Shots: 40 · Average shot: 2.2 s

  3. 03Ad ideas: every spot built on a historical recreation

    Before you present an idea, you need to know who has done it, and how.

    Honda “Sound of Honda / Ayrton Senna 1989” is built on a historical recreation. Search the library by idea to see every spot that uses it.

    The Times/News UK and Ireland “JFK - Unsilenced”© The Times/News UK and IrelandWild Rabbit “The Man Who Couldn't Slow Down”© Wild RabbitDiageo “Liberty Fields”© DiageoThe Foundation of the First President of the Republic of Kazakhstan “Tough 90’s”© The Foundation of the First President of the Republic of Kazakhstan
    The Times/News UK and Ireland · Wild Rabbit · Diageo · The Foundation of the First President of the Republic of Kazakhstan

More commercials by Kosai Sekine

More from Dentsu Inc.

  • Pocari Sweat "Find Your Own Way" (2022) commercial still© Pocari SweatPocari Sweat “Find Your Own Way” 2022Dir. Ken Nakano · Dentsu Inc.AdFest Grand Prix 2022
  • Cupnoodle "Globalization" (2014) commercial still© CupnoodleCupnoodle “Globalization” 2014Dir. Akira Nagai · Dentsu Inc.AdFest Grand Prix 2014
  • Honda "Space-Hub" (2024) commercial still© HondaHonda “Space-Hub” 2024Dir. Kiyoshi Ikemune · Dentsu Inc.shots Awards Gold 2024
  • The World's First Kawaii (Cute) Miso Soup "The World's First Kawaii (Cute) Miso Soup" (2017) commercial still© The World's First Kawaii (Cute) Miso SoupThe World's First Kawaii (Cute) Miso Soup “The World's First Kawaii (Cute) Miso Soup” 2017Dir. Sojiro Kamatani · Dentsu Inc.AdFest Gold 2017
  • Lion Corp "The Longest Day" (1990) commercial still© Lion CorpLion Corp “The Longest Day” 1990Dentsu Inc.Cannes Lions Silver 1990
  • Mitsubishi Electric Corporation "Take Back What Matters — So We Don’t Melt Away" (2026) commercial still© Mitsubishi Electric CorporationMitsubishi Electric Corporation “Take Back What Matters — So We Don’t Melt Away” 2026Dir. Masahito Kobayashi · Dentsu Inc.London International Awards Bronze 2026

Award-winning auto commercials

Questions

Who directed the Honda “Sound of Honda / Ayrton Senna 1989” commercial?

Kosai Sekine directed it, produced by Dentsu Creative X Inc., for the agency Dentsu Inc..

Which agency made Honda “Sound of Honda / Ayrton Senna 1989”?

Dentsu Inc. created it for Honda (2013).

What awards did Honda “Sound of Honda / Ayrton Senna 1989” win?

6 awards, including Cannes Lions 2014 Titanium Grand Prix, D&AD 2014 Crafts for Advertising: Sound Design & Use of Music for Digital Marketing Black Pencil, Cannes Lions 2014 Film Gold and Cannes Lions 2014 Film Gold (Branded Entertainment Internet Film).

What is the tagline of Honda “Sound of Honda / Ayrton Senna 1989”?

“The Power of Dreams”

Sources for the credits and awards

shotsThe WorkThe Workdandad.orgcontagious.commarklives.comThe Workweb.archive.orgclios.com