MILLI leads Honda Thailand’s ‘QUAKE ‘EM UP’ campaign for New Honda City

Thailand – Honda Automobile Thailand has launched ‘QUAKE ’EM UP’, a new campaign for the Honda City developed in partnership with creative agency Hakuhodo Bangkok, as the automaker looks to strengthen the model’s appeal among younger consumers.

Starring MILLI, the Thai rapper and singer, the campaign seeks to reposition the Honda City for a younger audience by drawing on youth culture and contemporary creative storytelling. Rather than focusing primarily on product features, the campaign combines the model’s performance, sporty design and fuel efficiency with a culture-led narrative intended to resonate with Gen Z consumers.

Built around the “QUAKE ’EM UP” concept, the campaign presents the Honda City as a vehicle that reflects confidence, individuality and self-expression. According to Honda and Hakuhodo Bangkok, the creative platform translates the model’s key attributes—including driving performance and efficiency—into messaging designed to better connect with younger drivers.

MILLI plays the central role in the campaign, bringing her influence across music, fashion and youth culture to the creative execution. Instead of serving as a traditional brand ambassador, she is positioned as the face of the campaign, helping shape its visual identity and overall tone.

Hakuhodo Bangkok said the campaign was developed to move beyond conventional automotive advertising by placing greater emphasis on cultural relevance and lifestyle storytelling. The agency combined product messaging with visual elements inspired by the campaign’s “quake” theme, using dynamic motion graphics, bold typography and energetic visuals across its creative assets.

A spokesperson for Hakuhodo Bangkok said, “Our role as Honda’s creative agency partner was to help create more than a car campaign. We wanted to create a cultural shockwave. MILLI gives the New Honda City a powerful new voice, while the campaign gives the brand a sharper and more impactful way to connect with Gen Z. QUAKE ’EM UP is about turning performance, design and efficiency into a new kind of energy for the brand.” 

The integrated campaign will roll out nationwide across film, music, digital, social media, out-of-home advertising and dealership communications as Honda seeks to expand the Honda City’s relevance among the country’s next generation of drivers.