Honda ‘R-rated’ campaign predicts ‘Disruption’

Ahead of the new Honda Civic Type R launch

As anticipation continues to build for the forthcoming Civic Type R, Honda has launched a new teaser campaign. Promising to be the most extreme Type R yet, with its bold and aggressive styling that’s to reflect its strong performance characteristics, this campaign leads on the theme ‘R-rated’ which is a reference to the experience you can expect when driving the car.

Insight into the campaign

The campaign starts with a 60 second intro film labelled ‘Disruption’ which starts on a sunny street, with a family packing a picnic into the boot of their car.

Starting out as the most generic car film you could possibly imagine - then suddenly the picture begins to distort and up flashes the Honda R-Rated advisory, in a style as if someone just hacked into the broadcast.

The mood of the ad suddenly shifts, we see a man the red ‘R’ in his left eye looking out with binoculars over a futuristic city as clouds appear in the sky. We see wolves roaming in an abandoned warehouse and their evil eyes staring from a distance as a heavily tattooed man confront them.

The appears a second man wearing a geometric golden mask then walks down a fluorescent lit dark hallway, draws back a large hammer before slamming it into the bust of a Greek statue.

As we build to a climax a bolt of lightning strikes a speed camera, which bursts into flames. A woman in a motorcycle helmet slams a samurai sword into a spinning geometric shape in the middle of a dark room. Just before the blade hits, we see the ‘R’ image within the shape’s surface. The shape shatters into a million pieces.

We end with the Type R looming against the backdrop of a dramatic sky, the car’s red parking lights illuminated, giving it an ominous look. Lightning strikes, and we see an iconic outline and quick flash of the car before it returns to dark. The roar of the engine revving brings things fittingly to a close.

Olivia Dunn, Head of Marketing for Honda (UK) comments: “The new Type R promises to be the most extreme yet, it’s born from racing and it pushes the boundaries. This new campaign encompasses this spirit perfectly, with Disruption the ideal curtain raiser in setting the energy and adrenaline levels very high.”