“It’s what drives me”
Honda
Honda has become a principal sponsor in the world of E-Sports, and perhaps most notably, a principal sponsor of perhaps the largest E-Sports team in North America- Team Liquid. Liquid has won countless international championships and is known for their All-Star roster. One of the legends on that roster is none other than Juan “Hungrybox” Debiedma - who’s been ranked as the best and most successful Super Smash Bros. Melee player in the world since 2017.
In partnering with Team Liquid for this commercial, it was important to Honda to remain authentic to the E-Sports community. We worked together to place easter-eggs the audience would enjoy in each commercial we completed for this campaign, and this spot was perhaps the viewer favorite.
After Hungrybox famously won the Melee Singles tournament in 2019, a member in the crowd, presumably upset by his win, threw a dead crab at Hungrybox, barely missing him. After a moment of incredulousness, an infuriated Hungrybox picked up the crab and shouted at the crowd, asking the person who threw it to reveal themselves and "show some respect." The crab incident became viral since, and was relayed by a variety of media outlets, quickly becoming a meme within the Smash community. We pay a subtle tribute to that moment in this piece.
