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

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

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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.

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About

Credits
Date
Jan 07, 2016
Agency:
RPA
Client:
Honda
EVP CCO:
Joe Baratelli
SVP ECD:
Jason Sperling
Creative Director/Art:
Rahul Panchal
ACD/Art:
Marcella Coad
ACD/Copy:
Paul Fung
SVP Chief Production Officer:
Gary Paticoff
VP Executive Producer:
Isadora Chesler
Sr. Producer:
Eva Ellis
Producer:
Ryan Radley
VP Director of Business Affairs:
Maria Del Homme
EVP Management Account Director:
Brett Bender
VP 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
Sr. VP Group Strategic Planning Director:
Christian Cocker
Associate Director Strategic Planning:
Nargis Pirani
Associate Strategic Planning Director:
Rich Bina
Sr. Strategic Planner:
Elissa Murch
Production Company:
Roof Studio
Director:
Guto Terni
Director:
Sam Mason
Director:
Vinicius Costa
Executive Producer:
Crystal Campbell
Producer:
Ryan Mack
DOP:
Bill Pope
Technical Lead Director:
Aaron Baker
Design:
Fred Palacio
Design:
Eric Pautz
Design:
Guto Terni
Design:
Vinicius Costa
Design:
Sam Mason
Color Correction:
Seth Ricart/Ricart and Co.
Additional Color Correction:
Tim Masik
Track:
"Walking on a Dream"
Track Artist:
Empire of The Sun
Music Supervision:
Squeak E. Clean Productions
Sound Design:
Squeak E. Clean Productions
Mix:
Lime Studios
Engineer:
Dave Wagg
Producer:
Susan Boyajan

See more credits

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