Honda's Gold Wing Campaign Sheds Its "Couch On Wheels" Image

When Honda relaunched its iconic Gold Wing motorcycle this week with its first major redesign in 17 years, it also tackled a fundamental marketing problem: How to shed the Gold Wing’s image as a “couch on wheels” and reach a new generation of riders.

In the global launch campaign by agency of record Dailey, Honda goes beyond features and tries to capture the emotions that come when we ride. “What Lies Beyond” is a departure from the typically product-first mindset of Honda motorcycle ads, instead leaning into the touring lifestyle’s spirit of adventure.

“The big challenge for us was to create a bike and a campaign that appealed to our existing customer base while also attracting a customer new to touring,” said Lee Edmunds, Manager of Honda Powersports Marketing. “We think Dailey really hit the mark with the ‘Beyond’ campaign with videos that will appeal to both customer bases and a sense of exploration that will appeal to all.”

The Gold Wing has always had a loyal audience—but the new Gold Wing is definitely not your grandfather’s touring bike, with technological advances like Apple CarPlay, an industry first. In another first, the new Gold Wing boasts an available 7-speed automatic Dual Clutch transmission with handlebar-mounted paddle shifters. It’s lighter by nearly 90 pounds, with more power.

The campaign has five videos including:

• A teaser video, “What Lies Beyond,” an ode to the touring lifestyle that celebrates the appeal of the open road and highlights the types of unexpected places and people we come across.
• “Beyond the Standard,” a video and interactive timeline. It celebrates the Gold Wing’s legacy and evolution from 1975 to modern day, bringing the iconic bike’s history to life.
• In “Beyond the Screen,” weary of connecting with friends only on Facebook, a couple decides to break free from their phone screens and reconnect with far-flung friends in person, using the high-performing, comfortable Gold Wing to find the kinds of experiences you can only get in real life.
• “Beyond the Gold Wing,” a product-centered piece, bridges the history and the modern day, and highlights the latest performance and technology innovations through the new model.
• A fifth and final video will launch next month.

In addition, eight riding routes curated by REVER, a motorcycle trip planning app, are available for download and synced with the bike's onboard nav.

The spots were produced by Derby, and directed by Roberto Serrini.