Honda has launched two new campaigns in conjunction with the 94th Indianapolis 500® on May 30th. One spot, “Where It Starts,” brings attention to Honda as the single engine supplier to the IZOD IndyCar® Series. A second spot, “Backseat Driver,” and corresponding sweepstakes connects Honda’s racing spirit with the advanced technology and performance found in the Honda Accord and Civic coupes.
“Where It Starts” follows the Honda IndyCar® engine inside Dario Franchitti’s race car back in time from the track all the way to its original creation at Honda Performance Development (HPD), the technical operations center for Honda’s high-performance racing programs. The time-lapsed journey, using actual HPD associates, shows the entire assembly of the engine in reverse, back to its individual parts, uncovering Honda’s commitment to innovation and passion for racing. The spot will run during all IndyCar® races on ABC and Versus.
Click on the image below to play the Where It Starts commercial in YouTube (HD)
“Backseat Driver” features Mario Andretti in a two-seater IndyCar® driving a passenger; later Mario becomes the passenger himself in an Accord Coupe. The voice-over explains “Honda performance lives in our race cars and in the Accord and Civic coupes,” and encourages viewers to visit shophonda.com to enter a sweepstakes for a ride with Andretti. The winner gets to ride along in the parade laps and also remain on course for the start of the Indy Grand Prix of Sonoma. This season, for the first time in IndyCar® history, the Indy Racing League is allowing the two-seater to be on course while the field takes the green flag. The “Fastest Seat in Sports” sweepstakes at shophonda.com gives race enthusiasts the opportunity to win a ride in the IZOD IndyCar® two-seater that will be driven by Mario Andretti at the Indy® Grand Prix of Sonoma at Infineon Raceway on August 22, 2010.
Click on the image below to play the Backseat Driver commercial in YouTube (HD)
Click on the image below to play the behind-the-scenes video in YouTube (HD)
The Where It Starts ad was developed at RPA, Santa Monica, by chief creative officer David Smith, creative director Curt Johnson, art director Hobart Birmingham, copywriter Perrin Anderson, executive agency producer Gary Paticoff, agency producer Brian Donnelly.
Filming was shot by director Jeff Zwart at Radical Media, Santa Monica, with executive producer Frank Scherma, head of production Cathy Dunn, producer Susan Sullivan, production supervisor Ted Liotopoulos.
Backseat Driver was developed at RPA, Santa Monica, by chief creative officer David Smith, creative directors Curt Johnson and Mark Patton, executive agency producer Gary Paticoff, agency associate producer Lyndsey Wilson.
Filming for Backseat driver was shot by Jason Smith via HSI Productions with executive producer Maddi Carlton, line producer Bart Lipton, director of photography Tim Hudson. Editor was Mark Goodman at The Reel Thing. Sound was mixed by Mark Meyouhas. Colorist was Sparkle at Technicolor.