Honda Takes You For a Spin Inside an Engineer's Head

Automaker Wants to Reach Millenials With the Civic's New Redesign

Published On
Jan 07, 2016

Editor's Pick

If millennials consider engineers and scientists lacking in the creativity department, Honda wants them to think again. The automaker's new 30-second spot for the redesigned Civic takes the consumer inside the head of one of the company's engineers, who's so old school that in his office there isn't a computer in sight, only uses paper, rules and compass. The car literally rolls out of his head and takes a spin in a rollercoaster-like road. The ad closes with the real-life car appearing on set, while the voice-over announces, "Direct from our imagination. The all-new Civic."

The rest of the campaign includes print, social media and digital efforts, with homepage takeovers on Yahoo and YouTube and Instagram and Snapchat buys. Honda will also sponsor a video series on BuzzFeed for both general market and hispanics, and a partnership with Red Bull and Twitch to sponsor a gaming tournament in the gaming platform.

Although the whole campaign was slated to roll out on January 8th, the TV spot might seem a bit familiar to some. That's because back in mid-November RPA, the agency responsible for the campaign, rolled out a version with a radically different soundtrack, Cat Steven's "I Can't Keep It In". According to RPA, several variations of the spot were developed (and apparently tried out) until the agency decided to set it to Empire of The Sun's "Walking on a Dream". "We decided that "Walking on a Dream" resonated best with the youthful customers we are targeting with the Civic," an agency spokesperson said.


Jan 07, 2016
Brand :
Client :
Executive Vice President, CCO :
Joe Baratelli
Senior Vice President/Executive Creative Director :
Jason Sperling
Creative Director, Art :
Rahul Panchal
Associate Creative Director, Art :
Marcella Coad
Associate Creative Director, Copywriter :
Paul Fung
Senior Vice President, Chief Production Officer :
Gary Paticoff
Vice President, Executive Producer :
Isadora Chesler
Senior Producer :
Eva Ellis
Producer :
Ryan Radley
Vice President, Director, Business Affairs :
Maria Del Homme
Executive Vice President, Management Account Director :
Brett Bender
Vice President, Group Account Director :
Adam Blankenship
Management Supervisor :
Rose McRitchie
Account Supervisor :
Patty Mira
Account Supervisor :
Eliza Wan
Account Executive :
Donny Menjivar
Account Executive :
Chloe Seitz
Senior Vice President, Group Strategic Planning Director :
Christian Cocker
Associate Director, Strategic Planning :
Nargis Pirani
Associate Director, Strategic Planning :
Rich Bina
Senior Strategic Planner :
Elissa Murch
Production Company :
Roof Studio
Director :
Guto Terni
Director :
Sam Mason
Director :
Vinicius Costa
Executive Producer :
Crystal Campbell
Producer :
Ryan Mack
Director, Photography :
Bill Pope
Technical Lead :
Aaron Baker
Design :
Fred Palacio
Design :
Eric Pautz
Design :
Guto Terni
Design :
Vinicius Costa
Design :
Sam Mason
Color Correction :
Seth Ricart/Ricart and Co.
Color Correction :
Tim Masik
Track :
Walking on a Dream
Track Artist :
Empire of The Sun
Music Supervision :
Squeak E. Clean Studios
Sound Design :
Squeak E. Clean Studios
Mix :
Lime Studios
Engineer :
Dave Wagg
Producer :
Susan Boyajan
Agency :

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