Small-displacement motorcycles are highly practical and cost-effective, and outside major urban areas they are an essential mode of transportation for many young and middle-aged riders. However, at the time, these models suffered from a persistent image of being “outdated” or “cheap,” posing a significant challenge in reaching younger audiences.
Meanwhile, the word “smart” had become a major trend in Japan—smart appliances, smart homes, smart clothing—almost everything was labeled “smart.”
But young people’s insight was far more nuanced. Many felt conflicted or skeptical about the pressure to appear “smart,” revealing a more complex and delicate mindset than the trend suggested. Starting from this genuine insight, we intentionally challenged the prevailing value of “smartness.”
This led to the creation of the campaign message:“Youth isn’t smart—run!” The line resonated deeply with Honda’s philosophy and became the emotional core of the campaign.
Additionally, one of our creative team members is a professional musician known for creating songs that encourage young audiences. We commissioned an original track for the commercial, which was later released as his own work as well, generating significant attention and engagement.
