There are two sides to Honda.

The rational side it's famous for: quality reliability, and clever engineering.

And then there’s the other side: Honda’s racing alter ego, its challenging spirit.

We wanted to celebrate the other side of Honda with our new campaign, Roar, which launches today to introduce the new concept model of the Civic Type R, ahead of its European launch next year. Promising to be the most extreme yet, the Type R is the perfect hero for our campaign.

Roar kicks off with a 30' film,in which the new Type R Concept ‘breaks through’ the Civic. As the roar of the revving engine builds, the car morphs from a standard white Civic in a shiny gallery space into the trademark red Type R Concept in a racing garage, ready to tear up the track. 

But this is just the beginning of our celebration of 'The Other Side of Honda’. We're developing a larger interactive and integrated campaign for launch this autumn, so keep an eye out for some exciting new stuff from us very soon. 

Until then, crank up those speakers and enjoy the roar.