Honda Motor Europe and Wieden+Kennedy London have launched a new campaign to introduce the concept model of the forthcoming Civic Type R, ahead of the production car’s highly anticipated European launch in 2015.

The ‘Roar’ campaign celebrates a different side of Honda; the challenging, winning, racing side. The side that will see Honda return to Formula 1 and launch a new version of its NSX supercar in 2015. The side that sees Honda compete on both four and two wheels in more races than any other company in the world. Dubbed a ‘racing car for the road’ and promising to be the most extreme yet, the new Type R serves as the perfect hero for the campaign.

‘Roar’ leads with a 30 second film in which the new Type R Concept ‘breaks through’ the Civic upon which it is based. As the roar of the revving engine builds, the car morphs from a standard white Civic in a high-end art gallery space into the trademark red Type R Concept in a racing garage ready to take to the track. With the transition complete and with peace restored, the film concludes with the strapline ‘The Other Side of Honda’.

The ‘Roar’ film has debuted on Honda’s Youtube channel http://youtu.be/AuCexlzlWlQ supported by a print and online banner campaign. A larger interactive and integrated campaign celebrating this ‘other side’ of Honda is currently in development for launch this autumn.

Martin Moll, Head of Marketing for Honda Motor Europe comments: “With the anticipation of new Type R continuing to build, this is the first step in several months of activity aiming to excite and engage Civic and Type R fans ahead of the highly-anticipated launch of the car next year. The audible roar of the engine in this film brilliantly captures the spirit of Type R and the experience it promises to deliver.”

Scott Dungate, Creative Director at Wieden+Kennedy London comments: “There are two sides to Honda. The rational side it is famous for; quality reliability, and clever engineering. Then there’s the other side; Honda’s racing alter ego, its challenging spirit, its passion for winning. This film begins the celebration of 'The Other Side of Honda’, and marks a shift in tone from what we might expect of the brand.”