Directed by Bryan Buckley of production house Hungry Man, Adweek reports the ad promotes the new Ridgeline's truck-bed audio system, which uses so-called "exciters" to turn the whole bed into a giant outdoor speaker.

"It's a very unique feature," explains Honda's AVP of Marketing Tom Peyton. "Nobody else has it. And it's a little tough to communicate - although we will in some advertising later this spring, when the truck's at the dealers.