New advert emphasises the new R-Rated Honda Civic Type R

 

By Jamie White – Head of Communications

 

Honda UK has launched a new teaser campaign to introduce its hotly-anticipated Civic Type R, which is set to launch in 2015.

 

Dubbed by the design team as a ‘racing car for the road’, the new model promises to be the most extreme Type R yet, with bold and aggressive styling reflecting the strong performance characteristics for which the marque is renowned.

 

The campaign leads on the theme of ‘R-rated’, a reference to the experience the car will deliver and the strong heritage of the red ‘R’ badge; born from Honda’s racing spirit and only ever appearing on a Type R.

 

Viewers are advised to use their discretion when looking at the ‘Honda restricted content’ on YouTube.

 

The campaign kicks off with the 60-second film, ‘Disruption’. Opening on a sunny suburban street, a family is packing a picnic into the boot of their car. Everything is happy and jolly, including the music.

 

Then suddenly, the picture distorts and pixelates and the Honda R-Rated advisory flickers up on screen, as though someone just hijacked the broadcast. The Honda R-rated advisory notice appears, before the mood of the video changes.

 

Olivia Dunn, Head of Marketing for Honda UK said: “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.”

 

The key strapline of the campaign is ‘We R Back’, a nod to both the rebirth of the Type R and the huge 2015 which Honda is looking forward to with its return to Formula 1 and an all new version of the NSX supercar.

 

The new Honda Civic Type R will arrive in UK dealerships in 2015. The Type R Concept model makes its UK debut on the Honda stand at this year’s Goodwood Festival of Speed.

 

You can get involved in all the Civic Type R conversation on Honda’s Twitter and Facebook channels and by following #TypeR conversation.

 

Mystery Shopping and Performance Improvement company, Douglas Stafford, provides Honda UK with a bespoke nationwide mystery shopping and customer experience programme to include Video Mystery Shopping.