In recognition of World Mental Health Day, Al-Futtaim Honda, in partnership with Memac Ogilvy, has launched a social campaign highlighting the well-being of those behind the wheel.
The campaign aims to serve as a reminder that sometimes ‘the breakdown’ is not under the hood, and urges individuals to pause, reflect, and prioritise their mental health.
“In this campaign, we depict breakdowns in a way everyone recognises—a familiar, everyday disruption. But the subtle twist at the end reveals a deeper truth: mental health often takes the last priority,” said Faraz Khan, Associate Creative Director, Memac Ogilvy Dubai.
Khan explained that the campaign’s ideation was driven by the insight that people often prioritise tangible things in life and tend to neglect their own well-being.
“By drawing a parallel to something people routinely prioritise over their own well-being—in this case, their vehicles—we hope the Breakdown campaign from Honda inspires people to re-prioritise what truly matters and remember that self-care isn’t optional,” Khan said.
He also explained the creative direction of the campaign. “The film’s subdued tone and empty surroundings are designed to mirror the sense of isolation often felt during a mental breakdown,” Khan said. “This setting helps viewers connect with the emotional impact of the message, gradually leading them to realise that not all breakdowns are mechanical. The voiceover, delivered through a measured, detached narration, becomes a crucial element in making the impact.”
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The campaign’s intention was to speak directly to the local audience, urging individuals to give importance to their mental health before they reach their own breaking point.
“Honda has always been committed to empowering journeys,” said Homer Gagalang, Marketing Manager at Al-Futtaim Honda. “We take this opportunity to extend our support to people, encouraging them to care for themselves as we recognize that mental health is integral to keeping everything moving forward.”
Through this campaign, Al-Futtaim Honda said it aims to spark meaningful conversations about mental well-being and inspire a commitment to self-care among the people of the UAE and to support its commitment its customers both on and off the road.
Credits
Brand: Al-Futtaim Honda
Advertising Agency: Memac Ogilvy, Dubai, United Arab Emirates
Managing Director: Hadi Ballout
Creative Team
Moemen El Siwi: Creative Director
Faraz Khan: Associate Creative Director
Faraz Khan: English Copywriter
zaid salamah: Arabic Copywriter
Jordan Serrao: Art Director
Wendell Kurdt Cordova: Art Director
Hussein krayem: Head of Content & Production
Cordova Juan Encarnado III: Senior Content Creator
Account Management Team
Kevin Kurian: Business Director
Ashleigh Morgan: Account Director
Farah Ibrahim: Senior Account Manager
Yara Chouaib: Account Executive
Karl Hitti: Head of Social
Ahmed Nour: Social Director
Mohamad Zibara: Social Media Manager
Client Team
Katib Belkhodja: Chief Marketing Officer
Roxane Magbanua: General Manager Marketing
Arshad Hassan: Brand Director
Homer Gagalang: Marketing & Communication Manager
Zeinab Osman: Marketing Executive