Editing Honda (section)

===International marketing===
[[File:RichmondHillHonda.jpg|thumb|A Honda dealership in [[Ontario]], Canada]]
[[File:Honda Garage, Dreghorn.jpg|thumb|right|A Honda dealership in [[Dreghorn]], Scotland]]

In 2003, Honda released its ''[[Cog (television commercial)|Cog]]'' advertisement in the UK and on the Internet. To make the ad, the engineers at Honda constructed a [[Rube Goldberg Machine]] made entirely out of car parts from a [[Honda Accord (Japan and Europe seventh generation)|Honda Accord Touring]]. To the chagrin of the engineers at Honda, all the parts were taken from two of only six hand-assembled [[Pre-production car|pre-production]] models of the Accord. The advertisement depicted a single cog which sets off a chain of events that ends with the Honda Accord moving and [[Garrison Keillor]] speaking the tagline, "Isn't it nice when things just... work?" It took 100 takes to create the ad.<ref>{{cite news |title=FEATURE: The Making of Honda 'Cog' |url=https://www.campaignlive.co.uk/article/feature-making-honda-cog/181579 |access-date=January 12, 2024 |work=Campaign |date=May 30, 2003 |language=en}}</ref>

Honda has done humor marketing such as its 1985 four-page "How to fit six Hondas in a two-car garage" print ad<ref>Honda lawn tractor, Honda portable generator, Honda snow blower, Honda lawn mower, Honda outboard, Honda lawn tiller {{cite magazine |magazine=[[Newsweek]] |title=How to fit six Hondas in a two-car garage|date=June 17, 1985}}</ref> or "descending so low in a parking garage, they pass [[stalagmite]]s and a [[Golem|Gollum]]-like figure."<ref>{{cite news |newspaper=[[AdWeek]] |url=https://www.adweek.com/brand-marketing/hondas-humorous-spots-add-personality-suvs-75065 |title=Honda's Humorous Spots Add 'Personality' To SUVs |first=Gregory |last=Solman |date=September 27, 2004}}</ref>

In 2004, they produced the ''[[Grrr (advertisement)|Grrr]]'' advert, usually immediately followed by a shortened version of the 2005 ''Impossible Dream'' advert. In December 2005, Honda released ''[[Impossible Dream (Honda advert)|The Impossible Dream]]'' a two-minute panoramic advertisement filmed in New Zealand, Japan, and Argentina which illustrates the founder's dream to build performance vehicles. While singing the song "[[The Impossible Dream (The Quest)|Impossible Dream]]", a man reaches for his racing helmet, leaves his trailer on a minibike, then rides a succession of vintage Honda vehicles: a motorcycle, then a car, then a powerboat, then goes over a waterfall only to reappear piloting a [[hot air balloon]], with Garrison Keillor saying "I couldn't have put it better myself" as the song ends. The song is from the 1960s musical ''[[Man of La Mancha]]'', sung by [[Andy Williams]].

In 2006, Honda released its ''Choir'' advertisement, for the UK and the internet. This had a 60-person choir who sang the car noises as the film of the Honda Civic is shown.

In the mid to late 2000s in the United States, during model close-out sales for the current year before the start of the new [[model year]], Honda's advertising has had an [[animated character]] known simply as [[Mr. Opportunity]], voiced by [[Rob Paulsen]]. The casual-looking man talked about various deals offered by Honda and ended with the phrase "I'm Mr. Opportunity, and I'm knockin{{'"}}, followed by him "knocking" on the television screen or "thumping" the speaker at the end of radio ads. In addition, commercials for Honda's international hatchback, the Jazz, are parodies of well-known pop culture images such as ''[[Tetris]]'' and [[Thomas the Tank Engine]].

In late 2006, Honda released an ad with [[ASIMO]] exploring a museum, looking at the exhibits with almost childlike wonderment (spreading out its arms in the aerospace exhibit, waving hello to an [[astronaut]] suit that resembles him, etc.), while Garrison Keillor ruminates on progress. It concludes with the tagline: "More forwards please". Honda also sponsored [[ITV Sport|ITV's]] coverage of [[Formula One]] in the UK for 2007. However, they had announced that they would not continue in 2008 due to the sponsorship price requested by ITV being too high.

In May 2007, focuses on their strengths in racing and the use of the Red H badge – a symbol of what is termed as "Hondamentalism". The campaign highlights the lengths that Honda engineers go to in order to get the most out of an engine, whether it is for bikes, cars, powerboats – even lawnmowers. Honda released its Hondamentalism campaign. In the TV spot, Garrison Keillor says, "An engineer once said to build something great is like swimming in honey", while Honda engineers in white suits walk and run towards a great light, battling strong winds and flying debris, holding on to anything that will keep them from being blown away. Finally one of the engineers walks towards a red light, his hand outstretched. A web address is shown for the Hondamentalism website. The digital campaign aims to show how visitors to the site share many of the Hondamentalist characteristics.

At the beginning of 2008, Honda released – the ''Problem Playground''. The advert outlines Honda's environmental responsibility, demonstrating a hybrid engine, more efficient solar panels, and the [[FCX Clarity]], a hydrogen-powered car. The 90-second advert has large-scale puzzles, involving [[Rubik's Cube]]s, large shapes, and a 3-dimensional puzzle. On 29 May 2008, Honda, in partnership with [[Channel 4]], broadcast a live advertisement. It showed [[skydivers]] jumping from an airplane over Spain and forming the letters H, O, N, D, and A in mid-air. This live advertisement is generally agreed to be the first of its kind on British television. The ad lasted three minutes.<ref>{{cite news |first=Mark |last=Sweney |url=https://www.theguardian.com/media/2008/jun/02/advertising.spain |title=Plane used in Honda skydiving ad crashes in Spain, Media |work=[[The Guardian]] |location=UK |date= 2 June 2008|access-date=27 September 2010 }}</ref>

In 2009, American Honda released the ''Dream the Impossible'' documentary series, a collection of 5- to 8-minute web vignettes that focus on the core philosophies of Honda. Current short films include ''Failure: The Secret to Success'', ''Kick Out the Ladder'' and ''Mobility 2088''. They have Honda employees as well as [[Danica Patrick]], [[Christopher Guest]], [[Ben Bova]], Chee Pearlman, [[Joe Johnston]] and [[Orson Scott Card]]. The film series plays at dreams.honda.com. In the UK, national television ads feature voice-overs from American radio host [[Garrison Keillor]], while in the US the voice of Honda commercials is actor and wrestler [[John Cena]].

In the North American market, Honda starts all of its commercials with a two-tone jingle since the mid-2010s.