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Old 22 May 2012, 06:18 pm
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Default Civic: Honda Campaign Touts IZOD IndyCarŽ Series Affiliation

To bring attention to Honda's unique corporate culture rooted in racing and the manufacturer's affiliation with IZOD IndyCarŽ, a campaign and sweepstakes recently began starring world-renowned driver Mario Andretti. Developed by Honda's long-standing agency, RPA, the work communicates Honda's racing spirit and the advanced technology and performance found in Honda vehicles.

A TV spot, , features Andretti in a two-seater IndyCarŽ driving a passenger. The voice-over encourages viewers to visit to enter the "Fastest Seat in Sports" sweepstakes to win a ride at the start of an IndyCarŽ race with Andretti. In the spot, a man is encouraged to envision "winning something really cool," but his lack of ambition leads him through a variety of increasingly comical scenes like a roomful of half-naked bodybuilders and a chaotic paintball course. The spot uses compelling imagery to convey the ultimate experience?a ride with Andretti.

A 60-second version will first air during the Indy 500, and a 30-second version began airing April 1 to promote the sweepstakes. A showing the making of "Imagine" is on Honda's YouTube channel. Spots will air through September. The campaign also includes web banners, POP and social media.

The "Fastest Seat in Sports" sweepstakes gives race enthusiasts the opportunity to win a ride in the IZOD IndyCarŽ two-seater driven by Andretti at one of 12 races for the 2012 IndyCarŽ season. For the first time, this year's sweepstakes prizes include rides in the Indy 500 and two international races in Brazil and China.

"Honda is offering race fans one of the most exciting opportunities in all of sports fandom," said Richard Kent, senior manager, marketing at American Honda Motor Co., Inc. "Look for the specially made 2-seater leading the pack on Sun, May 27 while the field takes the green flag."

Honda is further reinforcing its high-performance racing programs led by Honda Performance Development with additional integrated creative that communicates Honda's pride as a partner of the IZOD IndyCarŽ Series. Assets will run on TV, homepage takeovers, banners on sites such as ESPN, Fox Sports and Sports Illustrated and in print and drive traffic to

Creative Credits:

Agency: RPA


"Imagine" (:60 first air: 5/27/12) (:30 first air: 4/1/12)

EVP, ECD: Joe Baratelli

SVP, GCD: Jason Sperling

AD: Cheston Kwan

Jr. CW: Josh Hill

Agency Executive Producer: Gary Paticoff

Agency Producer: Joshua Herbstman

Production Co: Imperial Woodpecker

Director: Peter Martin

DP: Bill Pope

Executive Producer: Doug Halbert

Line Producer: Adam Cramer

Editorial Company: Union

Editor: Jim Haygood

Assistant Editor: Tyler Nelson

Executive Producer: Michael Raimondi

VFX Company: Resolution

Telecine Company: New Hat

Telecine Artist: Beau Leon

Telecine Producer: Christina Geambazi

Music and Sound Design Company: Beacon St. digital units: launched 5/1/2012

EVP, ECD: Joe Baratelli

SVP, GCD: Jason Sperling

CD: Curt Johnson

AD: Sarah Romanoff

AD: Rajat Gupta

CW: Dan Hawes

CW: Tylynne McCauley

Video producer: Joshua Herbstman

Camera/editor: Derrick Hausen

Flash artist: Chris Gomez

Flash artist: Richard Mulvihill print

"The Car Goes 225 mph": first insert May 2012

"For our engineers, this year's Indy 500 started

12 months ago.": first insert May 2012

EVP, ECD: Joe Baratelli

SVP, GCD: Jason Sperling

CD: Curt Johnson

AD: Curt Johnson

CW: Tylynne McCauley

Photographer: Kevin Necessary, Michael Levitt

About RPA:

RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, ampm, ARCO, Castrol, California Department of Public Health, Intuit Small Business, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino. For more information, visit

About Honda

Honda offers a diverse lineup of 12 cars and trucks that include the mid-sized Accord, compact Civic, CR-V crossover SUV and Odyssey minivan. Honda also offers a wide range of fuel-efficient and low-emission vehicles that include the Insight hybrid, Civic GX (compressed natural gas-powered vehicle), Civic Hybrid, CR-Z (sport hybrid coupe) and FCX Clarity (fuel cell-electric vehicle). Honda began operations in the U.S. in 1959 with the establishment of American Honda Motor Co., Inc., Honda's first overseas subsidiary. Honda began U.S. production of motorcycles in 1979 and automobiles in 1982.

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