Dailey Relaunches Honda’s Gold Wing Motorcycle Brand With ‘What Lies Beyond’


Dailey, which has been the go-to agency for Honda Powersports (motorcycles, ATVs, etc.) since 1979, launched a campaign for Honda’s Gold Wing motorcycle brand, relaunching the brand to celebrate its first major overhaul in 17 years.

A 90-second anthem ad titled “What Lies Beyond” features the new tagline, which also functions as an answer to the question of why bikers hit the road in the first place. Set to a generic millennial folk soundtrack, the voiceover celebrates exploring “what lies beyond” as the reason to set off on a three-day weekend trip and explore unknown roads leading to unknown dive bars.
Another spot, “Beyond the Screen,” sees a couple ditch their phones to connect with friends in person. A third ad celebrates the brand’s history, from 1975 to the present day, while the product-focused “Beyond the Gold Wing” highlights the redesign’s technological innovations. A fifth place finish will follow next month. All spots are hosted on the campaign microsite.

“The big challenge for us was to create a bike and a campaign that appealed to our existing customer base while attracting a customer new to touring,” said Honda Powersports Marketing Director. Lee Edmunds said in a statement. “We think Dailey has really hit the mark with the ‘Beyond’ campaign with both customer-pleasing videos and a sense of exploration that everyone will enjoy.”
American Honda Motor Co., Inc.
Senior Manager, Marketing – Michael Snyder
Manager, Publicity and Press – Lee Edmunds
Manager, Experiential Marketing – Keith Dowdle
Assistant Director, Publicity – Sean McFillin
Associate Director, Experiential Marketing – Peter Runsten
Advertising Specialist – Ben Hoang

ECD – Marcus Wesson
CD/Writer – Michael Miller
Artistic Director/CD – Mark Rouse
CD/Digital – Manaf Al-Naqeeb
ACD/writer – Mark Lindemann
CDA/Art Director – Jin Kim
Account Manager – Steve Mitchell
Account Manager / Digital – Trisha Ferreira
Account Supervisor – Denise Pelton
Executive Producer – Autumn Childress
Digital Production Manager – Don Lupo
Executive Digital Producer – Christine Rhee
Digital Producer – Laura Lee
Project Manager – Jessica Uribe
Studio Artist – Steven Mitchell
Chief Technology Officer – Mitchell Malpartida
Director of Commercial Affairs – Judi Chandler

Production company – Derby Content
Director – Roberto Serrini
Production Company Producer(s) – Mary Crosse & Eli Ash
Canadian Production Company – Pink Buffalo
Canada Production Company Producer(s) – Shawn Angelski & Martin Fisher
Production Design – Scott Moulton
Director of Photography – Chris Wiseman
Photography – Blake Jorgenson & Bruce Benedict

Editorial Company – Derby Content
Editorial Company Producer(s) – Olivia Johansson; Linzy Anderson; Mary Crosse
Editor(s) – Roberto Serrini

Music company – Noiselab
Music Producer – Pinky Turzo
Post Production Company – The Mill-NYC
Engineering – Sound Lounge NYC
Audio – Sound Lounge NYC
CG – Thomas J Wilson


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