The Civic Type R, the ultimate performance variant of America’s best-selling car and the first-ever Type R-badged Honda to land on American soil, is the star of a new marketing campaign that parallels the uncommon, yet stunningly beautiful occurrence of a comet, with the rarity of the Type R.
In “Comet,” original audio from astronauts taken directly from Skylab 4, a mission in which an actual comet was observed from America’s first space station, is used to tout the performance of the fastest Civic in history. (VIDEO BELOW)
The new spot debuting today shows the Civic Type R hurtling through the atmosphere, leading a pack of all available Civic variants including the sedan, coupe, hatchback and Civic Si. To further highlight the Civic Type R’s capabilities, the vehicle gradually morphs from its original Rallye Red color into Championship White when it reaches maximum velocity. The Civic Type R eventually arrives on “Earth” changing back to Rallye Red with an awe-inspiring landing.
of the award-winning Civic lineup, and this new campaign reminds buyers that it’s not only road- and track-ready, but other-worldly,” says Susie Rossick, Assistant Vice President, Honda Marketing. “With this new campaign, Civic Type R is our “flight leader,” showcasing the vehicle’s high- performance capabilities.”
Civic Type R Campaign Elements
The Civic Type R “Comet” campaign will roll out across broadcast outlets, including its debut during NCAA football, as well as IndyCar and Global Rallycross races and NFL games. The campaign also will run across multiple channels including home page takeovers, digital partnerships and through custom branded experiences. On Vox, the parent entity for SB Nation, Verge and Polygon, the Civic Type R will be featured on a sitewide takeover along with an Auto Hub sponsorship. The Civic Type R also will take over ESPN’s homepage on all digital devices including desktop, mobile and tablet screens. Lastly, Xbox users will be able to learn more about the Civic Type R and its features through interactive video units, creating a unique viewing experience perfect for gaming and car enthusiasts.
The Honda Civic Type R
The Honda Civic Type R, the most powerful production vehicle in the brand’s history, recently went on sale in the U.S. for the first time. It is the last piece to Honda’s epic 10th generation Civic lineup, America’s best-selling car and the most popular vehicle in America with U.S. millennials. The Civic Type R embraces Honda’s racing spirit with a powerful 306 horsepower coming from its 2.0-liter DOHC VTEC® engine. This Civic Type R is the pinnacle fun-to-drive vehicle of the Honda brand and recently established itself as the fastest front-wheel-drive production car in the world, having set a record lap time of 7 minutes 43.80 seconds on Germany’s 12.9-mile Nürburgring Nordschleife (north loop), more than three seconds faster than the previous record.
The Civic Type R for the U.S. market is built exclusively in Honda’s Swindon, UK plant. Its turbocharged engine is produced in Anna, Ohio, Honda’s largest automobile engine plant in in the world, using domestic and globally sourced parts.
Honda offers a full line of reliable, fuel-efficient and fun-to-drive vehicles with advanced safety technologies sold through over 1,000 independent U.S. Honda dealers. The Honda lineup includes the Fit, Civic, Accord and Clarity Fuel Cell passenger cars, along with the HR-V, CR-V and Pilot sport/utility vehicles, the Ridgeline pickup and the Odyssey minivan.
Honda has been producing automobiles in America for 34 years and currently operates 19 major manufacturing facilities in North America. In 2016, more than 95 percent of all Honda vehicles sold in the U.S. were made in North America, using domestic and globally sourced parts.
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