Reverse poems, poems with different meanings when read forwards than when read backwards, get brains excited. Agency, RPA, has created one for Honda. Unstoppable Dreams turns despair about failure into a statement of determination to succeed.

The commercial, narrated by actor and professional wrestler, John Cena, aims to excite the brains of Formula 1 fans with its reassuring message of how determination and self-belief can lead to resounding triumph. It features Ayrton Senna, considered to be the greatest Brazilian Formula 1 driver of all time but died in a racing accident in 1994, and three-time reigning F1 World Champion Max Verstappen, turning their setbacks into the ambition we expect of those at the top of their game. Cena has been the voice of Honda since 2020 in films and projects such as 2022’s Forever Determined and Keep Dreaming in 2023.

Unstoppable Dreams also connects the challenges faced by Honda engineers working on new products like the hybrid-electric Prelude Concept and eVTOL electric into Honda’s determination to triumph by association.

In the wider campaign, Honda is the title sponsor for Netflix’s upcoming series Senna about the Brazilian F1 legend. The six-part series, which premieres on November 29, will include a “presented by Honda” label and feature a new ad during the show with archival footage of Senna. The campaign made its US debut in the US during the Sunday Night Football broadcast  and will run across social media, cinemas, and broadcast television in the US. In November, Honda will stage a takeover at the Miracle Mile Shops during the F1 Las Vegas race.