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Honda's I Like Sports ad will have you reaching for your pom-poms

Autoblog editor Greg Migliore recently wrote a great piece looking at the burgeoning re-emergence of Honda as the performance brand. Now, the company is showing some reasons why that really might be the case, with a short ad from Japan titled I Like Sports. The commercial acts as a showcase for Honda's performance prowess on the street and around the track from the recent past, present, and the near future. The spot gives the company's models a chance to show why they are worth getting excited about. There are glimpses of vehicles like the Japan-only S660, upcoming Civic Type R, S2000, the preceding and forthcoming NSX, the MotoGP bike, and Formula 1 car. Despite being just a minute long, the ad does a great job at hinting at a brand that can appeal to people who want a little excitement during a drive.

New Honda ad has Senna, Type R, Asimo, and astronauts

Now that Honda is back into the guts-and-performance game, automotively speaking, the Japanese company has hit the throttle on hardcore imagery. Its latest is in an ad for the company itself highlighting a small selection of its ample range of products, from motorcycles to an airplane and the coming Acura NSX, branded Honda in other markets. Called "Ignition," Wieden+Kennedy created the 90-second spot for Honda Motor Europe, with the tagline "Dare to do what others only dream of." The theme is a space launch, to give that "feeling of daring and human endeavor," perfectly supported by the print artwork with Asimo the robot up front and fabulously complicated hybrid V6 power units spewing flames from the Formula 1 cars in back. Then there's the family in the HR-V in the middle, defying gravity and sipping from juice boxes, because space is for everyone. Ayrton Senna makes a cameo again, and a Stanley Kubrick aesthetic hangs all over the production. You can check out the ad in the video above.

Sunday Drive: An automotive flavor for every taste

Last week was flush with interesting new vehicle debuts, led by the new 2019 Hyundai Santa Fe. This crossover is entering straight into the heart of one of the world's most competitive automotive segments, and it's doing so with a fresh sense of style and a brace of new technologies. Our readers are clearly intrigued – the Santa Fe was the biggest news story of the last week on these online pages. It's fitting that a crossover generated a lot more interest than a traditional wagon, though we don't really have to be happy about it. Still, the completely new, fully redesigned Volvo V60 is worth taking another look at. First of all, it's pretty, in a traditionally Scandinavian way. Second, it's quick, with a 0-60 time of as little as 4.8 seconds. And finally, it's practical, with all kinds of room for cargo without the dynamic penalties of an unnecessary lift kit. Moving on from new vehicle debuts, we took another long look at the Honda Ridgeline. It's definitely a non-conformist pickup truck, based not on a body-on-frame platform but on a more carlike unibody design. That means it can't tow as much as some other trucks, but it also means the Ridgeline drives better than any of its more truckish competitors. It's the Swiss army knife of pickup trucks. Rounding out our coverage from last week are three sets of spy photos, each showing the interior of a hotly anticipated new model. One is a truck, one is a crossover, and the last is a sportscar. All of them are worth another look. As always, stay tuned to Autoblog this week for all the most important news in the automotive world. 2019 Hyundai Santa Fe unveiled 2019 Volvo V60 | Sleek, swift new twist on the Swedish wagon 2018 Honda Ridgeline | Pocketknife pickup is up for anything 2019 GMC Sierra interior looks just like the Silverado's 2019 Cadillac XT4 interior has actual buttons, no more touch-sensitive panel 2020 Porsche 911 992 spy shots show interior and manual transmission Cadillac GMC Honda Hyundai Porsche Volvo Truck Crossover Wagon Luxury Performance Sedan hyundai santa fe