Honda is considered sensible, reliable and well engineered. People choose the brand for rational reasons. However, there’s another side to Honda that fewer people know about. A side inspired by racing. It’s crazier, more impulsive, more emotive. A side that can drive the brand desire. The symbol of the other side of Honda is the ‘R’ badge. It appears on Honda’s range of sporty models. The ‘R’ badge is also a button. It transforms these models into a racing machine. We wanted to do more than show people this other side. We wanted them to experience it.

To achieve this we created an interactive film on YouTube. At first glance it is the story of a man picking his kids up from school and taking them to a birthday party in the Civic. However, whenever viewers ‘Type R’ the other side of Honda is revealed. The same man leads a double life in which he is an undercover policeman picking up thieves and acting as a getaway driver in a sting operation in the Civic Type R. The stories run in perfect parallel.