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Honda Premieres “The Undying Dream” at 2011 Sundance

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Honda Premieres “The Undying Dream” Short-Film Documentary at 2011 Sundance Film Festival

Sundance Film Festival 2011
TORRANCE, Calif.--(BUSINESS WIRE)--As part of the “DREAM THE IMPOSSIBLE” Documentary Series,  Honda debuted its eighth short-film documentary, “The Undying Dream,” at the 2011 Sundance Film Festival. Honda’s more than 844,000 Facebook fans, as well as its YouTube channel viewers, will also get a sneak peek of “The Undying Dream” today.

“The Sundance Film Festival is the ideal venue to present Honda’s new film, as the Sundance Institute and Honda both encourage an independent spirit, taking risks to bring forth bold ideas, and realizing the power of your own dreams in the process.”

“‘The Undying Dream’ is about finding your unique strengths and talents and having the passion and resilience to commit to your calling,” said Barbara Ponce, manager of corporate advertising for American Honda Motor Co., Inc. “The Sundance Film Festival is the ideal venue to present Honda’s new film, as the Sundance Institute and Honda both encourage an independent spirit, taking risks to bring forth bold ideas, and realizing the power of your own dreams in the process.”

Directed by Ondi Timoner, the only filmmaker to twice win the Grand Jury Prize at the Sundance Film Festival, with producers @radical.media, “The Undying Dream” brings to life a Honda corporate principle — the challenging spirit. This spirit is demonstrated in Honda’s quest to pursue and achieve impossible dreams, which has led to the creation of innovative products that enhance human mobility and advance environmental consciousness.

“For our newest film, ‘The Undying Dream,’ we had the opportunity to interview some truly amazing and inspirational people — Laird Hamilton, professional surfer; Ashley Fiolek, pro Motocross racer; Jeremy McGrath, Supercross champion; Takanobu Ito, president and CEO, Honda Motor Co., Ltd., and other Honda associates — who discuss their passion for achieving their dreams while realizing there’s always a new goal coming up right behind it,” said writer and producer Todd Carey at RPA, Honda’s longstanding advertising agency of record.

“The Undying Dream” will screen at the “Honda Power of Dreams Experience,” an interactive venue showcasing unique Honda products highlighting innovation, environmental leadership and advanced technology. In the exhibit, Honda will conduct demonstrations of the world’s most advanced humanoid robot, ASIMO, as well as display some of the company’s innovative products, such as the Honda FCX Clarity, a cutaway of the Honda CR-Z Sport Hybrid, a 12-foot scale model of the HondaJet, and Honda motorcycle products, including an interactive motorcycle rider safety and training simulator. The “Honda Power of Dreams Experience” is open to the public free of charge Fri., Jan. 21, through Wed., Jan. 26 from 10 a.m. to 5 p.m. “The Undying Dream” will be shown every hour on the half hour starting at 10:30 a.m.

Beyond the Sundance Film Festival, “The Undying Dream” will be supported in-theater and online. Spots of either 90 or 30 seconds will be featured on the YouTube masthead and full-episode players. The full-length film and corresponding 90-second trailer will also air on TiVo.

Launched in January 2009, the “DREAM THE IMPOSSIBLE” Documentary Series is intended to speak to both the hearts and minds of consumers by revealing stories of Honda’s corporate philosophy at work through an intimate multimedia, interactive website.

The campaign, developed by RPA, targets 25- to 49-year-old adults with a youthful spirit, who are comfortable with technology, who value authenticity, and who are drawn to brands they can relate to, connect with, or admire.

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