Dailey Relaunches Honda’s Gold Wing Motorcycle Brand With ‘What Lies Beyond’
Dailey, which has been the go-to agency for Honda Powersports (motorcycles, ATVs, etc.) since 1979, launched a campaign for Honda’s Gold Wing motorcycle brand, relaunching the brand to celebrate its first major overhaul in 17 years.
A 90-second anthem ad titled “What Lies Beyond” features the new tagline, which also functions as an answer to the question of why bikers hit the road in the first place. Set to a generic millennial folk soundtrack, the voiceover celebrates exploring “what lies beyond” as the reason to set off on a three-day weekend trip and explore unknown roads leading to unknown dive bars.
Another spot, “Beyond the Screen,” sees a couple ditch their phones to connect with friends in person. A third ad celebrates the brand’s history, from 1975 to the present day, while the product-focused “Beyond the Gold Wing” highlights the redesign’s technological innovations. A fifth place finish will follow next month. All spots are hosted on the campaign microsite.
“The big challenge for us was to create a bike and a campaign that appealed to our existing customer base while attracting a customer new to touring,” said Honda Powersports Marketing Director. Lee Edmunds said in a statement. “We think Dailey has really hit the mark with the ‘Beyond’ campaign with both customer-pleasing videos and a sense of exploration that everyone will enjoy.”
Credits:American Honda Motor Co., Inc.Senior Manager, Marketing – Michael SnyderManager, Publicity and Press – Lee EdmundsManager, Experiential Marketing – Keith DowdleAssistant Director, Publicity – Sean McFillinAssociate Director, Experiential Marketing – Peter Runsten
Advertising Specialist – Ben Hoang
DailyECD – Marcus WessonCD/Writer – Michael MillerArtistic Director/CD – Mark RouseCD/Digital – Manaf Al-NaqeebACD/writer – Mark LindemannCDA/Art Director – Jin KimAccount Manager – Steve MitchellAccount Manager / Digital – Trisha FerreiraAccount Supervisor – Denise PeltonExecutive Producer – Autumn ChildressDigital Production Manager – Don LupoExecutive Digital Producer – Christine RheeDigital Producer – Laura LeeProject Manager – Jessica UribeStudio Artist – Steven MitchellChief Technology Officer – Mitchell Malpartida
Director of Commercial Affairs – Judi Chandler
Production company – Derby ContentDirector – Roberto SerriniProduction Company Producer(s) – Mary Crosse & Eli AshCanadian Production Company – Pink BuffaloCanada Production Company Producer(s) – Shawn Angelski & Martin FisherProduction Design – Scott MoultonDirector of Photography – Chris Wiseman
Photography – Blake Jorgenson & Bruce Benedict
Editorial Company – Derby ContentEditorial Company Producer(s) – Olivia Johansson; Linzy Anderson; Mary Crosse
Editor(s) – Roberto Serrini
Music company – NoiselabMusic Producer – Pinky TurzoPost Production Company – The Mill-NYCEngineering – Sound Lounge NYCAudio – Sound Lounge NYC
CG – Thomas J Wilson