Honda has released an interactive film on YouTube that lets viewers switch between stories about a suburban school run and an art heist to promote the new Civic Type R model, which will be on sale in 2015.
The ad, created by Wieden+Kennedy and launched Oct. 30, opens with a father picking up his kids from school. If users leave their keypad alone, they are shown a film of a father driving his children to a surprise party in a standard Civic. If at any point users press "R" on their keyboard, the action switches to the same father driving art thieves to a police sting in a Civic Type R. The two stories are synced so that users can switch seamlessly between them.
The campaign is designed to highlight the different characteristics of the standard Civic and its more aggressive Type R cousin. The spot’s interactive function mirrors the race-mode button on the Type R dashboard.
"This campaign marks a very significant time for our brand," said Martin Moll, Honda Europe’s head of marketing. "The Civic Type R is one of four car launches for Honda in 2015 and provides a powerful halo effect for the mark. Just as our products are renowned for being innovative, our communications style will amplify this.
"By way of example," he said, "we are not aware of anyone creating interactive user content in the same dramatic way, which should give it a strong appeal."
The work was created by Scott Dungate, Graeme Douglas, Paul Knott and Tim Vance, and directed by Daniel Wolfe through Somesuch & Co.
This story first appeared on campaignlive.co.uk.