Honda Racing at Indianapolis

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.

Honda Racing Heart at Indianapolis

“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

Backseat Driver

“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 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 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

Click on the image below to play the behind-the-scenes video in YouTube


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.

  • JP

    I tried to enter your sweepstakes but when I gonto
    there is no sweepstakes info. I would really love to enter as I am a Honda owner and have been an Indy fan since I was seven years old. I lone Mario!!
    He is the best. I am a15 yr cancer survivor and would be honored to be part of this. Looking forward to a chance to win.

    My best Jean

    ps I’ve been driving for 33 yrs and not one accident! No tickets either I did get out of a few in my younger yrs

  • Ronald G. Treichel

    I would like to inter the two seat Indy ride. I m a Mario fan have his books about Indy. Own a 1984 Indy Fiero, cloning the original. Have original Indy stobe system. Follow Indys sence I was a kidibe system SD 4. 84ND500 is my Indy MI plate

    Thanks for your interest.