How does Honda’s 2026 teaser compare to its past campaigns?

After releasing campaigns promoting its current and upcoming 2026 cars, it’s as good a time as ever to examine Honda’s diverse creative from its standout eras.

Can you believe it’s been over two decades since Honda released ‘Cog’? We were reminded of this after deep-diving into its recent work, which saw the ‘Where Different Takes You’ series drop before ads for a recent and upcoming model.

Let’s look at the creative eras that have defined Honda and the agencies behind the ads that have shaped the brand since ‘Cog’ turned heads worldwide.

Precision engineering

In 2003, Honda, in partnership with Wieden+Kennedy London, launched ‘Cog’, an ambitious two-minute masterpiece that redefined automotive advertising. The ad features a complex Rube Goldberg machine composed entirely of Honda Accord parts, meticulously interacting to demonstrate the vehicle's precision engineering.

This campaign not only highlighted Honda's commitment to design, but set a new standard for creativity in the industry. The painstaking effort, requiring 605 takes to achieve the final shot, underscored Honda's dedication to excellence.

Embracing change with positivity

Following the success of ‘Cog’, Honda and Wieden+Kennedy introduced ‘Grrr’ in 2004, an animated spot that took a bold approach by focusing on the brand's past shortcomings. The ad features a whimsical world where discontent with noisy, polluting diesel engines transforms into a positive force, leading to the creation of Honda's quieter, cleaner diesel technology.

This era showcased Honda's willingness to acknowledge imperfections and its commitment to continuous improvement, all wrapped in a vibrant, engaging narrative.

Aspirational storytelling

In 2005, Honda unveiled ‘The Impossible Dream’, a cinematic journey through the company's diverse engineering feats. Set to the stirring tune of ‘The Impossible Dream’, the ad follows a man traversing landscapes in various Honda vehicles, from motorcycles to cars to boats, symbolising the brand's pursuit of innovation and adventure.

This campaign reinforced Honda's image as a company that dares to dream and turn those dreams into reality.

Celebrating curiosity

Marking their 65th anniversary in 2013, Honda released ‘Hands’ a tribute to the curiosity-driven engineering. The ad features a pair of hands manipulating various Honda products, morphing from one innovation to another, highlighting the company's wide-ranging expertise.

This era emphasised Honda's belief that all advancements stem from a simple thought and the drive to explore possibilities.

Behind the scenes of creation

In 2017, Honda's ‘Dream Makers’ campaign offered a behind-the-scenes look at the filmmaking process, taking viewers through various stages of film production including storyboarding, special effects, editing, drawing a parallel to Honda's own creative and engineering processes.

This era highlighted the artistry and dedication that go into bringing dreams to life, both in film and in automotive design.