The visually unexpected and thrilling 30-second spot, "The Dreamer," serves as the creative foundation of the multiplatform campaign.
In "The Dreamer," the journey of the all-new Civic Sedan travels from the imagination of a Honda engineer into reality.
This is depicted with a whimsical, rollercoaster-like road around our engineer's head—it's as if the engineer's imagination has materialized around him.
This provides insight into the surreal thinking process of designing a vehicle.
The spot is set to "Walking on a Dream" by Empire of the Sun and closes by transitioning the all-new Civic from imagination into reality; the voice-over says, "Direct from our imagination. The all-new Civic."
Striking print shows the all-new Civic springing out of a Honda engineer's open hinged head, and will appear in Road & Track, Autoweek, Sports Illustrated, People, ESPN The Magazine and US Weekly.
With the focus of reaching Millennials, the Civic campaign will look to incorporate a wide mix of media, with placements across network and cable TV, online video, gaming, and mobile.
A Red Bull and Twitch partnership to host a Hearthstone gaming tournament that will be broadcast live from Red Bull Studios to Twitch's highly engaged audience.
Additionally, Thrillist will design a driving sneaker inspired by the new Civic, which will be showcased at a Thrillist hosted launch event.
