Honda is launching a series of sponsorship idents for Channel 4’s Film On 4 showing that even the most progressive people and products need some time out once in a while. The £5 million campaign is the first TV work created by Karmarama for the brand since winning Honda's Channel 4 film sponsorship business in a competitive pitch earlier this year.

The idents show Honda workers and state-of-the-art products from the Honda range, including ASIMO the robot and Miimo the robotic lawnmower, taking a break to watch a movie. Honda’s team and innovations are seen in the various settings that fit within the Honda world, including a state- of- the- art home, a car factory and a scientific research unit in a forest.

The campaign, which carries the line “Even progress needs a break”, aims to showcase the progressive spirit of the Honda brand.