Honda celebrates legacy of Formula 1 legend Ayrton Senna with new ad and Netflix sponsorship

When Netflix seeks to keep its Formula 1 programming momentum humming in November, Honda will be along for the ride. The automaker is the title sponsor of the “Senna,” a six-episode series debuting Nov. 29 about the late Ayrton Senna, who is considered to be the greatest Brazilian Formula 1 driver of all time. Episodes will include the "presented by Honda" label and the automaker will run a new ad during the show that includes archival footage of Senna. The ad, the latest in Honda’s long-running “Power of Dreams” corporate branding effort, will also get placement in NBC’s “Sunday Night Football” beginning Oct. 6, in addition to buys during college football games and the opening night of the 2024-25 NBA season. The spot, called “Unstoppable Dreams,” uses a reverse poem format to convey the idea that success is often the result of failures. It begins by showing Senna spinning out at the 1989 British Grand Prix Formula 1 Championship while driving a McLaren Honda. It is followed by other moments of defeat, all involving Honda products. One scene shows the automaker’s hybrid-electric Prelude concept car falling short on a test track, while another shot depicts the Honda eVTOL electric vertical take-off and landing aircraft failing to get off the ground. The struggles are accompanied by the text of a poem that includes lines such as “my doubts will destroy my dreams” read by Honda spokesman John Cena. But the ad changes to a positive tone as the poem is read in reverse, revealing more optimistic verses as uplifting scenes fill the screen, including Honda product triumphs. Included is footage of Senna lifting a trophy after winning the 1991 Brazilian Grand Prix Formula 1 Championship. Current FIA Formula 1 World Champion Max Verstappen is also featured in the ad, which comes from Honda’s lead creative agency RPA. The “Senna” Netflix series comes as the streamer continues to enjoy success from its ongoing “Formula 1: Drive to Survive” series, which has been credited with helping to spur the popularity of Formula 1 in the U.S. “Honda is committed to F1 and we think that ‘Drive to Survive’ and this ‘Senna’ series does nothing but promote F1—and the more F1 grows, the better Honda is with our involvement,” said Phil Hruska, senior manager for automotive marketing at American Honda. Senna’s career ended tragically when he died in 1994 as a result of a crash at the San Marino Grand Prix in Italy. He was revered in Brazil not only for his racing feats but for his charitable acts, which included donating huge sums of money to disadvantaged children. Honda had conversations with Senna’s estate as it made the ad, Hruska said. The automaker wanted to “celebrate Senna's life and amazing career as a driver and as part of the Honda family. So that was our guiding light,” he said. While this is the first time American Honda has included Senna in its marketing, the automaker has previously featured him globally. Honda and Dentsu Tokyo in 2014 won a Cannes Lion Grand Prix for an effort called "Sound of Honda—Ayrton Senna 1989" which recreated the sound of the driver’s record-setting qualifying lap during the Japanese F1 circuit in Suzuka by using data that was gathered during Senna’s ride.

Honda celebrates legacy of Formula 1 legend Ayrton Senna with new ad and Netflix sponsorship

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