Honda, in cooperation with Publicis, presented the advertising campaign for the new Sahara 300

The main film revolves around generational contrast, depicting a father and son who, despite being born in different times, have one thing in common when it comes to having fun: the desert. In addition, the whole story is wrapped in an iconic soundtrack from the 90s that, like Desert, is still a huge hit today: Paradise City, by the group Guns n' Roses.

The campaign brings back the iconic aspects of the 90s, from the lifestyle, the clothes, the objects and even the desert itself, which was an era among motorcycle enthusiasts and which is now returning, completely redesigned.

The new version of the motorcycle combines the versatility of last year's legendary model with the latest technology, with a 300cc engine, new design, six-speed gearbox, original accessories from the brand, USB-C port and many other features.

“The communication strategy began at the end of last year with a teaser that achieved great success on social media, and sparked curiosity and good memories among motorcycle lovers. Now with the launch of the campaign film, we continue the concept of nostalgia and recovery from “Happiest Times” to show that the new Sahara 300 lives up to the heritage of this The motorcycle carries the same values ​​as the previous model, such as performance, versatility and resistance, but with a lot of cutting-edge technology,” says Renato Carrera Cruz, Marketing Director of Honda Moto.

adds Fabio Astolfo, Executive Creative Director of Publicis. “Communication reclaims elements, moments and languages ​​that take us back to the 1990s and juxtaposes them with current experiences. It is the desert that literally transports us and connects one generation to the next.”

The campaign is one of Honda Motorcycles' key communication projects planned this year and will be developed on TV, digital, social, point of sale and other channels.

Minha Ibuka. Advertiser: Honda motorcycles brazil. Brand: Honda Motorcycles – Já chegou inesquecível. project: Nova Sahara 300. Advertising agency: Publicis Brazil. Chief Procurement Officer: Mauro Ramalho. Creative Director: Fabio Astolfo (Early Childhood Development). Creative director: Claudia Cecilia and Luis Figueiredo / Asian Cooperation Dialogue: Carla Said, Ricardo Sarno, Rodolfo Montero. Creative team: Eric Moreira, Marketo Mesquita, Gabriela Machado, Jessica Santana, Natalia Vida, Julia Ferraz. Rodrigo Siqueira. Responsible for the client: Marcelo Landgraf, Marcos Paulo Monteiro, Renato Cruz, Odair Dedicação Junior, Livia Cunha, Ingrid Felix, and Murilo de Oliveira. Audio-visual production: Boiler films. film director: Dulcedio Caldera and Plastico. Post production stage: VFX HUB / Color Grading: Acauan Pastore. Executive Producer: Juliana Martellotta. Agency producer: RTV: Valeria Andrighetti, Caio Lobo / Head of Production: Renata Sayao. voice: Relaxing city music + sound. a plan: Fabiana Franco, Pedro Rangel, Soraya Franco / Head of Planning: Giuliana Elia / Media: Aline Brazolotto, Priscilla Rocha, Piero Rossi, Karen Cordero, Giorgio Moraes, Arthur Ribeiro / Vice President of Media: Mauricio Almeida. Director of Photography: Pablo Lozango. editor: Ricardo Quintilla. nation: Brazil. category: Cars, trucks and motorcycles. Accessories and spare parts.