Honda founder, Soichiro Honda, was driven by the following mantra, “Instead of being afraid of the challenge and failure, be afraid of avoiding the challenge and doing nothing”.

This has been the force behind everything Honda has done ever since.

“Today, when it seems that iteration has become the norm. Where it has become acceptable to settle for ‘OK’. Where tweaking rather than radically changing is the way things are done. This attitude has never been more important,” Honda agency, Wieden + Kennedy London stated.

Wieden+Kennedy London has created metaphorical story about the challenge that Honda embraced to create the new Civic.

It features Imogen Horrocks, rising star of the climbing world and a member of Team Great Britain, who leaps from a ladder, the safe and predictable path, to climb a giant clay mountain made of Civic parts.

“It’s a story about the struggle of bringing an idea to life, the young woman and her heroic ascent representing Honda and their own daring engineering journey. The clay mountain is based on the clay used in the design process of the car. Designers and engineers spent years developing the shape of the Civic to give it its new advanced and sporty style,” Wieden + Kennedy noted.

Scott Dungate, creative director at W+K London added, “’Soichiro Honda encouraged engineers to be brave in their design, even if it meant leaving all they know behind. They had a phrase for this ‘kick the ladder out’ which meant engineers couldn’t fall back on the steps that got them to where they are today. They had to find a new path. This is why each generation of Civic is generally a big step change inside and out, rather than just an iteration on the last model. ‘Up’ aims to bring drama to this ‘Hondaism’, while introducing the all new Honda Civic.’”

Jonathan Allee, European communications manager at Honda Motor Europe commented, “Brave, innovative, visually stunning and forward thinking, ‘Up’ encapsulates our core values here at Honda as we adapt to the challenges of an ever-changing world.”