Wieden & Kennedy has created a new advertising campaign for Honda’s Civic Type R that introduces the concept of “Hondamentalism”. The new activity breaks at the start of next week.
The agency says Hondamentalism is the Japanese car marque’s “unique racing spirit and endless pursuit of excellence which has run throughout the whole company since day one”.
The ad features the famous “RedH” Honda badge, which only appears on racing cars and Type R production vehicles.
Honda UK customer communications manager Ian Armstrong says: “Excellence in racing is achieved by going that extra mile – squeezing every last drop of effort in order to be the absolute best. That’s what Hondamentalism is, and that’s what the RedH badge embodies.”
The TV ads will be supported by a print campaign and the concept will also feature in the idents of ITV’s Formula 1 coverage.