Honda has unveiled a new television campaign ahead of the launch of the Civic Type R. The Japanese automaker unveiled a new television spot emphasising the car's racing genes.
The campaign named "Racing at Heart", features Type R, Civic Si and Ridgeline pickups, revealing Honda's involvement in racing programs such as the Verizon IndyCar Series and the Red Bull Global Rallycross.
The new TV commercial begins with a white and red Baja Ridgeline off-road rally truck tearing through desert sands, transforming into the GRC Civic Coupe, a sport compact drift car, before hitting an urban racetrack.
On the track, the Coupe is disrobed, exposing beneath a pixilated layer of Honda's Formula One Indy car to complete the circuit. The ad finally ends when the three production versions pull up to a voiceover: "Whether it looks like a truck, a sedan, or a coupe, inside is the heart of a racecar."
"Racing is a core part of Honda DNA, and for over 60 years the new technologies and challenging spirit we gain on the track translates into the high level of performance in the vehicles we make for our customers," Susie Rossick, a spokesperson for the company, said in a release.
The Honda Civic Type R is powered by a 2.0-liter i-VTEC Turbocharged engine. The motor churns out 302bhp and 400Nm of torque.