News

The Type R Experience

by Frédérick Boucher-Gaulin
Honda Type R
Photo: Honda

We don’t normally direct your attention to car advertising, but this one really impressed us: to mark the release of the Civic Type R, Honda just posted a video showcasing the duality of its Civic lineup.

Featuring the hatchback version of Honda’s compact, the movie opens with a father waiting for his kids in front of an elementary school. However, if you push the R key on your keyboard, you see another version: in this one, a driver is waiting in his Type R in front of a bank while his accomplices are robbing it. The two movies shift back and forth seamlessly, and the overall execution gives the final product a unique tone.

This ad campaign has another, more perverse effect: it reminds us that we won’t see the Civic Type R on our shores. Just hearing the raucous sound of it, we already want to drive it…

You can see a shorter version of the video here, but you have to go on the manufacturer’s Youtube page to experience the whole movie.

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