In 2021, Honda announced that it would withdraw from Formula 1 racing after the 2021 season. Honda first took on Formula 1 racing all the way back in 1964. At the time, Honda was just a little motorcycle manufacturer. Many people thought they were fools, but they threw themselves into Formula 1 racing anyway. And only two years later, they scored their first win. Honda’s victory gave a huge boost of confidence to Japan’s manufacturing industry. Between 1985 and 1991, they won championships for five years running, sparking massive interest in Formula 1 racing in Japan. But as time went on, Japan’s passion for Formula 1 gradually cooled. And then it was 2021: their final year. Through the pride and sheer willpower of its engineers, crew members, and drivers, Honda’s streak had continued, and they now stood poised to win the world championship.

The final race. This single race would determine who was to be the Formula 1 World Champion. To muster domestic support and awareness for the final race;to boost the spirits of the engineers, crew members, and drivers as they faced the ultimate test;and to end Honda’s long fight with gratitude and not regret;on the morning of the big race, we went public with one simple visual.

The newspaper ad expressed Honda’s gratitude to all of its rivals through the years. Localized versions appeared in other areas all over the world. As newspapers arrived in homes throughout Japan, the ad stirred up memories and instantly went viral.

Myriad people took to social media to say thank you to Honda, starting with Toyota. And word of Honda’s past glory spread amongst the young and people overseas. On the last lap, Honda came from behind to score a surprise victory. They were world champions again for the first time in 30 years. The story of this miraculous accomplishment rode the momentum of that morning’s newspaper ad to reach every corner of the nation. In 2021, Honda withdrew from Formula 1. And now, in 2022, Honda’s Formula 1 technicians have turned their attention to their next big challenge: carbon neutrality. For these proud champions, the race isn’t over.