Honda’s whimsical spot takes viewers into the mind of an engineer

Honda has rolled out a spot for its new Civic Sedan that takes viewers inside the mind of an engineer as he dreams of what his creation will look like when it hits the road.

Called ‘The Dreamer’ and set to Empire of the Sun’s ‘Walking on a Dream,’ the ad - which was created by Honda's agency of record RPA - features the Civic Sedan as it zips around the engineer’s head on a road resembling a roller coaster.

Ending with the tagline ‘Direct from our imagination. The all-new Civic,’ the playful spot aims to showcase the “new-from-the-ground-up, completely redesigned” elements of the vehicle.

Aside from the video, Honda is executing a heavy social media push to promote the new car. On January 8, the brand will make its Snapchat debut on the app’s ‘Discover’ platform with a takeover of Buzzfeed and IGN’s channels. Video ads are also slated to run on Snapchat’s national and regional ‘Live Stories.’

Paid targeted media on Facebook, Twitter and Instagram will also run. Print ads showing the new Civic springing out of a Honda engineer’s head will appear in Sports lllustrated, Autoweek, Us Weekly and others.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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