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Honda Navi Turns a Trap Hit Into a Motorcycle Launch
Honda Argentina launched the Navi motorcycle in March 2024 through a co-created trap single with Argentine artist Khea, making it the first time a brand, an artist, and an agency jointly produced a song that functioned simultaneously as a music release and an automotive campaign launch asset.
The campaign, developed by Buenos Aires agency Almacén in collaboration with Khea, Interscope Capitol Label Groups, and production company Roommate, centres on a track titled "Navi" — the lead single from Khea's album Trapicheo 2. In Argentina, where trap and urban music have cultivated a devoted audience among 18-to-30-year-olds, Honda identified an opportunity to enter that cultural conversation rather than advertise around it. The Honda Navi motorcycle is positioned not as a conventional scooter or a traditional CUB, but as a hybrid category occupying ground between the two — urban, versatile, and distinctively designed for a generation that treats mobility as self-expression.
The official music video, released on March 13, 2024, in Argentina, serves as both an entertainment property and the campaign's primary launch piece. Within 20 hours of release, the video reached third place on YouTube Argentina trends, according to Clapboard's editorial archive. The video also generated over 45 reaction videos from streamers across Latin America and internationally, according to the same source. The campaign earned a Gold award in the Products category at FePI 2024, as documented by adlatina.com. Clapboard rates the campaign 82 out of 100 on its Campaign Score index.
Honda Argentina identified Argentine trap music as the dominant cultural currency among the 18-to-30-year-old demographic it needed to reach for the Navi motorcycle launch. Rather than purchasing media around Khea's audience, Honda and Almacén chose to become part of the creative output itself — co-producing a song and music video that carries the Honda Navi's identity without subordinating the artistic voice.
Khea occupies a specific and well-documented position in Latin American music. As noted by Nir Seroussi, Executive Vice President of Interscope Capitol Label Groups, Khea is recognised as a pioneer in trap and urban music in Latin America, a status that gives any associated brand credibility within a demographic that is acutely sensitive to inauthentic commercial intrusion. Interscope Capitol Label Groups provided the label infrastructure that connects Honda to a globally distributed artist, and the collaboration marks the first documented instance of an Interscope artist partnering with a major automotive or motorcycle manufacturer on a co-created campaign asset of this kind.
Honda's competitive position in the two-wheeler segment gives the Navi launch strategic weight. Honda led the global two- and three-wheeler market in 2024 with 19.4 million units sold and approximately 32 percent global share, according to kamaxgroup.com. Yamaha ranked second globally in the same period, according to the same source, making Honda's leadership in the category the platform on which the Navi's subcategory positioning rests. In Argentina, where urban motorcycle usage among young consumers is a genuine behavioural reality rather than an aspirational construct, the Navi's hybrid scooter-CUB format addresses a practical gap. The campaign's strategy — anchoring product launch inside a Trapicheo 2 album release — ensures the Honda Navi reaches Khea's existing fanbase as content rather than advertising, removing the friction that traditional automotive campaign formats encounter with this age group.
Director Martín Seipel led the production of the "Navi" music video in Argentina, working alongside production company Roommate, whose founder and executive producer Diego Schapira oversaw the project, as documented by adlatina.com and elalmacen.tv. The creative challenge was precise: produce a piece that could exist authentically in the music video ecosystem while simultaneously communicating the Honda Navi motorcycle's attributes — energy, adrenaline, urban freedom — without the visual grammar of conventional automotive advertising.
Walter Onorato served as Chief Creative Officer at Almacén, the Buenos Aires agency that conceived and executed the campaign, per elalmacen.tv. The production team assembled for the project reflects the standard of craft the collaboration demanded. Seba Cantillo handled cinematography, Vale Gandini served as art director, Santi Travi edited the piece, and Raúl Lavado managed colour grading, according to elalmacen.tv. Marcelo Soruco handled audiovisual production, and Juano Olivera served as post producer on the project, per the same source.
Seroussi described the result in terms that address the central creative tension directly: the video needed to reflect the thrill and powerful energy of both music and motorcycles while remaining faithful to Khea's artistic representation. The Trapicheo 2 album context is not incidental — it means the "Navi" single sits inside a larger creative world that Khea's audience already inhabits, and the Honda Navi's visual presence is threaded through that world rather than imposed on it. The collaboration between Interscope, Honda, Almacén, and Roommate produced what Seroussi characterised as an extremely convincing, high-quality audiovisual piece that serves both the artist's creative standards and Honda's launch objectives. Almacén's relationship with Honda Argentina extends to at least 2021, when the agency created the "Semáforo Concientizador" safety campaign in Campana, Buenos Aires Province — a prior project that, according to produ.com and latinspots.com, demonstrated the agency's capacity to build culturally embedded work for the brand.
The "Navi" campaign produced measurable results in Argentina within its first day of release. The official music video reached third place on YouTube Argentina trends within 20 hours of going live, according to Clapboard's editorial archive. The video attracted over 45 reaction videos from streamers across Latin America and internationally in the same period, per the same source.
No additional verified performance data — such as sales figures for the Honda Navi motorcycle or paid media reach metrics — is publicly available for this campaign at the time of writing. What the available evidence does confirm is that the campaign crossed from the advertising industry into the music and streaming culture it targeted, which is the structural outcome its strategy was designed to produce. An advertising campaign that generates organic streamer reaction content is functioning as entertainment rather than interruption — the precise distinction that makes the Navi approach architecturally different from conventional motorcycle launch formats.
Industry recognition followed. The campaign earned a Gold award in the Products category at FePI 2024, Argentina's foremost festival for creative ideas and advertising effectiveness, as reported by adlatina.com. The Clapboard Campaign Score for "Navi" is 82 out of 100, reflecting strong marks for cultural integration, creative originality, and strategic coherence against Honda's stated objective of establishing the Navi as the leading motorcycle choice among Argentine consumers aged 18 to 30.
The Honda Navi campaign is a 2024 motorcycle launch by Honda Argentina, created by agency Almacén. It co-produced a trap music single titled "Navi" with Argentine artist Khea, making it the first time a brand, artist, and agency jointly created a song that also served as an official product launch asset.
Khea is an Argentine trap artist signed to Interscope Capitol Label Groups and recognised as a pioneer of trap and urban music in Latin America. Honda chose him to authentically reach Argentine consumers aged 18 to 30, embedding the Honda Navi motorcycle inside Khea's Trapicheo 2 album release rather than advertising alongside it.
The "Navi" music video reached third place on YouTube Argentina trends within 20 hours of its March 13, 2024 release, according to Clapboard's editorial archive. The video also generated over 45 organic reaction videos from streamers across Latin America and internationally in the same short window.
The Honda Navi campaign won a Gold award in the Products category at FePI 2024, Argentina's foremost creative advertising festival, as reported by adlatina.com. The campaign was created by Almacén and directed by Martín Seipel, with production by Roommate and label involvement from Interscope Capitol Label Groups.
The Honda Navi campaign holds a Clapboard Campaign Score of 82 out of 100. This score reflects Clapboard's editorial assessment of the campaign's cultural integration, creative originality, and strategic effectiveness in positioning the Honda Navi motorcycle for Argentine consumers between 18 and 30 years of age.
Martín Seipel directed the "Navi" music video for Honda Argentina, as documented by adlatina.com and elalmacen.tv. He worked with production company Roommate, whose founder Diego Schapira served as executive producer, alongside a full creative team that included cinematographer Seba Cantillo and art director Vale Gandini.
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