We'll be the first to admit we weren't overly taken with the Super Bowl commercial Honda worked up featuring Matthew Broderick. The company has a long history of genuinely great advertising, and while the countless Ferris Bueller's Day Off references were clever, the ad didn't really come close to the cleverness found in the movie that inspired it. Fortunately, the company has just released a new spot chock full of... that certain something. The clip follows a spark of innovation from inception to realization as the new European Honda Civic hatchback. As usual, the commercial is well shot and narrated by none other than Garrison Keillor, a staple of Honda's British ads.

Look closely and you'll even see a shout-out to Honda's famous "The Cog" Rube Goldberg spot of a few years ago, as well. You can follow the trials and tribulations of Honda's little spark in the commercial after the jump.




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    • 1 Second Ago
  • 42 Comments
      Herbie
      • 3 Years Ago
      I want my next direct from HMC Civic to have a turbo, Brembos, 45 series tires, and Recaro Sportster CS seats. Then I'd be happy to see Broderick, but especially happy, to see Mia Sara sitting in it and advertising it.
      Andrew Oakey
      • 3 Years Ago
      This is Honda's best advert. http://www.youtube.com/watch?v=5_7woDzT3Pw The original is truly great, but this World Cup edition with the England flags and the lyrics across the bottom was inspired. I remember when this was out, being in the pub watching England with a couple of hundred other drunk guys. This came on during the half time and everybody sang, a great moment and proof that there is such a thing as great marketing.
      styxmiko
      • 3 Years Ago
      I am a European but sorry , this "cool european" commercial will not make me buy this car. Or any other commercial. Honda never really existed in europe . Maybe the english got fooled into it like the americans, but not the continental europe. Thank God we have enough fantastic cars made in Europe, we don't need to resort to asian trash
        Shadowfax07
        • 3 Years Ago
        @styxmiko
        I bet Mr European here, drives a corolla to work and likes to sound macho in the forums.
        • 3 Years Ago
        @styxmiko
        [blocked]
        The Calligrapher
        • 3 Years Ago
        @styxmiko
        Fake European detected. Honda is revered in Europe much more than it is in America. Moreover, America is probably the only place in the world where European cars are not regarded as garbage.
          • 3 Years Ago
          @The Calligrapher
          Ooops you almost made it but you just had to poop yourself at the end...where exactly are european cars considered "garbage" ?Exlain to me mr poopy pants...you know what don't even bother.
        bk
        • 3 Years Ago
        @styxmiko
        what a tool. How is that Euro?
      puto.escobar
      • 3 Years Ago
      Honda totally copied the Dodge Dart with that blacked-out bumper portion.
        Burabus
        • 3 Years Ago
        @puto.escobar
        Because this totally wasn't unveiled months earlier.
        Shanti
        • 3 Years Ago
        @puto.escobar
        Are you for serious? Just asking...
        • 3 Years Ago
        @puto.escobar
        [blocked]
        Matthew Kaiser
        • 3 Years Ago
        @puto.escobar
        And that black bar wasn't used on the CRX in the 80's...
      • 3 Years Ago
      [blocked]
      IBx27
      • 3 Years Ago
      Too bad the car looks like the previous elantra, but hideous instead of forgettably bland.
      carfan
      • 3 Years Ago
      europe, america doesn't matter, this POS is just contributing to the fall of this company...maybe they'll do better in the aviation industry (and lawnmowers)
      Karl T
      • 3 Years Ago
      Ugly little sucker. But that seems to be Honda's way anymore.
      David Jefferis
      • 3 Years Ago
      Dull ad, duller car. Shame Honda managed to wreck the looks of the previous paper-dart Civic, yet fail to address issues such as instrument ergonomics, poor rear vision and turning circle.
      sonbuster
      • 3 Years Ago
      We should have the last-gen Euro Civic as our next-gen Civic for NA (2013 MY)
      Hazdaz
      • 3 Years Ago
      I actually like the rear end of this car, but that front end is terrible. Overall, I think the current Euro-Civic is the best looking Civic both in the US and Europe in at least 2 generations. This new model has a very similar profile to the current Euro-Civic, but loses it on the grill area/front end. Honda was never known for gorgeous cars, but they were never as ugly as the last few years worth of models.
        thrutheeyesofbry
        • 3 Years Ago
        @Hazdaz
        I was thinking the front is much nicer than the rear. I will agree this is nicer than the last few generations. The EM1 (US Si) and EK hatches were the last good looking Civics made. But to me, that's where the Civic shined. Tiny cars with little weight. I don't need all the fancy gadgets, nav screen, tire lights, traction control, abs BS! I will continue to shop the used car lot and unfortunately, it isn't solely the manufacturers fault.
        Colin
        • 3 Years Ago
        @Hazdaz
        These Hondas are certainly overwrought stylewise. The last genetration had a truly awful ride, both noisy and restless, and this one apparently addresses this somewhat. But it still has a horrible overdone dashboard and rotten rear visibility. People buy them for the looks, if they like that sort of here-today-gone tomorrow design. There are better cars to be had.
      ken
      • 3 Years Ago
      I like the previous one better.
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