The Honda Ridgeline is a completely new kind of truck, built by a brand not traditionally seen as a truck manufacturer, so we created a commercial unlike anything the segment has seen.

Our spot features a fleet of Honda Ridgelines coming together to create a series of full-scale do-it-yourself projects—everything from a playground to a barbecue deck. Using a unique blend of stop-motion animation with time-lapse photography, we see a team of builders use the features of the Ridgeline to rapidly assemble the series of structures. Each project shows off how the Ridgeline is designed perfectly for the job at hand.

The spot ends with a massive aerial shot showing the projects in their entirety. We reveal they have been built in the shape of the Honda logo.

In the U.S., the truck industry is dominated by “man-vertising,” which makes it seem like people need to tow 10,000 pounds of steel through a muddy construction site every day.

The Honda Ridgeline wasn’t built to outperform those heavy haulers. It was built to undercut them and cater to a market: people who want a truck they can live with, drive out to dinner and occasionally use for a do-it-yourself project. Our spot demonstrates that the Ridgeline is a new kind of truck, designed around the needs of real drivers.