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'Disruption' ahead of Honda R launch

2014-06-25 09:35

R-RATED: Honda has launched a teaser campaign for the new new Civic Type R due in early 2015. Image: Honda

  Video

Honda's 2014 Civic Type R. "A car born out of racing," says its maker, the 'R' in the badge a reminder - an advisory notice - that "this car isn't for everyone". Take a look at the video teaser for the new model.

Honda UK has launched a new ‘R-rated’ teaser campaign to introduce the Civic Type R ahead of the car’s European launch in 2015.

The automaker says the campaign leads on the theme of ‘R-rated - a reference to the experience the car will deliver and the strong heritage of the red ‘R’ badge; born from Honda’s racing spirit and only ever appearing on a Type R. Viewers are advised to use their discretion when looking at this ‘Honda restricted content’ on YouTube.

Honda says the campaign begins with a sixty second film called ‘Disruption’. The video opens with a sunny suburban street with a family packing a picnic into the boot of their car. Everything looks happy, including the music but suddenly the picture distorts and pixelates and the Honda R-Rated advisory flickers up on screen, as though someone just hijacked the broadcast. The ‘R-rated’ advisory notice appears and the warning disappears into black.

VIDEO: Honda’s R-Rated 'Disruption'

Olivia Dunn, Honda UK’s marketing head said: “The new Type R promises to be the most extreme yet, it’s born from racing and it pushes the boundaries. This campaign encompasses this spirit perfectly, with ‘Disruption’ the ideal curtain raiser in setting the energy and adrenaline levels.”

Karmarama business director Emily Samways said: “This campaign is something of a diversion from Honda in tone, but that’s what the Type R badge commands. Just the name of the launch film says it all about the impact this landmark car will have when it arrives early in 2015.”

Honda says the key strapline of the campaign is ‘We R Back’ which is a nod to the rebirth of the Type R, Honda’s return to Formula 1 and an all-new version of the NSX supercar.

The new Civic Type R will arrive in 2015 and hopefully it will arrive in South Africa soon after its global launch. The Type R Concept model makes its UK debut on the Honda stand at the 2014 Goodwood Festival of Speed, which runs from Thursday June 26 -29.
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