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When a tagline reading ‘Experience the other Side’ stares you in the face, there is a certain curiosity that is aroused in the viewer. Honda, with its ad for the Civic Type R concept entices us to do just that with a double-sided story.
Be prepared for some interesting camera tricks and some innovative advertising from the Japanese carmaker. The ad begins with a dad waiting to pick his kids outside school in the Honda Civic and a few moments into it, the viewer is asked to press the “R” key. Do so, and see the change.
This is a brilliant concept of making two ads into the one. After pressing the key, the viewer gets a different view, while the earlier shots were of the day, here the scenes change to night, highlighting the mysterious and intriguing quality of the Type R concept. What further helps the case is that the man is driving a seductive looking red Honda Civic Type R. The thrill of a nighttime chase further catches our attention and the speeding Civic Type R makes a great impression .
We won’t go into the details lest it becomes a spoiler for you but we would advise you to watch the ad thrice if you want to truly enjoy the experience – once without pressing the R key, once keeping the R key pressed right from the beginning and once by alternating between the two scenarios.
The ad ends up having a beautiful story line that focuses on the car through and through. It also highlights the fact that the Civic Type R is two cars in one with each shot dwelling on the different capabilities of the vrooming machine.
Unfortunately, this car is not headed to the Indian market but we can always wish that we see it here.
