All-New Honda Passport TrailSport

More and more, Americans are embracing rugged vehicles as extensions of their pioneering spirit, combining practical utility with a yearning for adventure. Over the past five years, Honda has been on a mission to enhance its rugged credentials, and the launch of the all-new Passport TrailSport represents a significant leap forward.

The strategy behind this campaign is straightforward: introduce the all-new Honda Passport TrailSport, the pinnacle of the Honda rugged SUV and truck lineup. Rather than relying heavily on brand heritage, this approach focuses on showcasing the performance and trail-ready features of the Passport TrailSport.  

The campaign remains intrinsically linked to the Honda brand through broader themes of determination and the Power of Dreams. “Dream Up Anything” celebrates the Passport TrailSport with a distinct visual approach that stands apart in a crowded market. The TV spot employs a series of animated brush strokes to mirror the many challenges of rugged terrain, drawing a connection between the all-new adventure vehicle Honda engineers dreamed up and the challenging roads Passport TrailSport owners strive to conquer. The footage was shot at several locations in Oregon, with the intent to push the Passport TrailSport to the limits of its capability across a variety of rugged terrains.

Through social listening, we discovered that performance and adventure-minded buyers were rooting for Honda to make a more capable vehicle — even if they were a little skeptical if we could. When we posted the 2026 Passport TrailSport teaser content to social, we saw huge excitement in the comments that quickly turned to conversation and debate (and wish lists) about the features and capabilities the SUV would have. So, our launch strategy for social was simple: to show that we listened, and that the Passport TrailSport is the rugged Honda buyers have been waiting for. To pay off this strategy, we planned a live Reddit AMA with the Honda Product Planning lead for the vehicle, Jody Suzuki. Redditors sent in their questions (and skepticisms) about the off-road credentials of the Passport TrailSport, and Jody answered in real time. This coordinated effort with our clients resulted in over 18 million total views, 1,400 comments made, 1,100 questions asked, and 8,500 total shares, surpassing benchmarks across the board – ultimately contributing to a Reddit CPM 29% better than goal. We also produced  a series of scroll-stopping social videos driving video view rates that exceeded goal by 67% on Meta and 112% on TikTok.  

Altogether, the Passport TrailSport campaign challenges preconceptions, pushing the boundaries of Honda ruggedness to position this vehicle as the most capable Honda ever.  

 The new Passport TrailSport is a bold statement from Honda, signaling a dedication to rugged capability and moving the needle on what consumers can expect from the brand.

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