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Honda (NYS: HMC) said today that its all-new 2026 Passport* makes its television debut today as part of a new model launch campaign. The multi-channel campaign, led by the 2026 Passport TrailSport, introduces what’s said to be the most off-road capable Honda SUV ever to take weekend explorers further off the beaten path where their next adventure awaits.
“Dream Up Anything uses a series of animated brush strokes to mirror the slope and shape of rugged terrains to draw a connection between the all-new adventure vehicle Honda engineers dreamed up and the challenging roads Passport owners will strive to conquer. The spot is set to a soundtrack by Good People, a single by Mumford & Sons and Pharrell Williams,” Honda said.
“Dream Up Anything” will be featured across multiple media platforms, from broadcast television and streaming to contextual digital media partnerships. The campaign features the “MapMyFitness Custom Challenge sponsorship with Outside, Inc. where readers are inspired to get out on their local trails, with Outside providing an opportunity for participants to be entered to win a gift card,” Honda said.
Honda is airing the new spot within national sports programming including NBA and NHL regular season and playoff games. The campaign also will be on Hispanic media including broadcast, streaming, digital and social.
The 2026 Honda Passport
Honda says the 2026 Passport “is the ultimate adventure SUV with true rugged design, authentic off-road capability and next-level versatility, coupled with exceptional on-road performance. Packed with standard equipment, including V6 power and torque-vectoring i-VTM4® all-wheel drive, a 12-speaker Bose premium audio system, the 2026 Passport is available in three very well-equipped and capable trim levels: RTL, TrailSport and the first-ever TrailSport Elite.
“The new Passport TrailSport is the most off-road capable Honda SUV ever, with standard rugged features that include an off-road tuned suspension, robust steel skid plates, heavy-duty recovery hooks, all-terrain tires and more, to get weekend adventurers even farther down the trail or up a mountain. The top-of-the-line TrailSport Elite combines authentic off-road capability with top-level feature content, including a new TrailWatch™ camera system, perforated leather seating and a 12-speaker Bose premium audio system,” Honda said.
*AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Annals of Marketing – Honda Dream Up Anything
Click for more.
Honda (NYS: HMC) said today that its all-new 2026 Passport* makes its television debut today as part of a new model launch campaign. The multi-channel campaign, led by the 2026 Passport TrailSport, introduces what’s said to be the most off-road capable Honda SUV ever to take weekend explorers further off the beaten path where their next adventure awaits.
“Dream Up Anything uses a series of animated brush strokes to mirror the slope and shape of rugged terrains to draw a connection between the all-new adventure vehicle Honda engineers dreamed up and the challenging roads Passport owners will strive to conquer. The spot is set to a soundtrack by Good People, a single by Mumford & Sons and Pharrell Williams,” Honda said.
“Dream Up Anything” will be featured across multiple media platforms, from broadcast television and streaming to contextual digital media partnerships. The campaign features the “MapMyFitness Custom Challenge sponsorship with Outside, Inc. where readers are inspired to get out on their local trails, with Outside providing an opportunity for participants to be entered to win a gift card,” Honda said.
Honda is airing the new spot within national sports programming including NBA and NHL regular season and playoff games. The campaign also will be on Hispanic media including broadcast, streaming, digital and social.
The 2026 Honda Passport
Honda says the 2026 Passport “is the ultimate adventure SUV with true rugged design, authentic off-road capability and next-level versatility, coupled with exceptional on-road performance. Packed with standard equipment, including V6 power and torque-vectoring i-VTM4® all-wheel drive, a 12-speaker Bose premium audio system, the 2026 Passport is available in three very well-equipped and capable trim levels: RTL, TrailSport and the first-ever TrailSport Elite.
“The new Passport TrailSport is the most off-road capable Honda SUV ever, with standard rugged features that include an off-road tuned suspension, robust steel skid plates, heavy-duty recovery hooks, all-terrain tires and more, to get weekend adventurers even farther down the trail or up a mountain. The top-of-the-line TrailSport Elite combines authentic off-road capability with top-level feature content, including a new TrailWatch™ camera system, perforated leather seating and a 12-speaker Bose premium audio system,” Honda said.
*AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.