Honda is still about a year away from bringing back the Civic Type R to challenge Europe's hot hatch ranks, but the wait isn't stopping the brand from starting its promotion in the UK with a truly strange ad campaign.

Titled R-Rated, the marketing plays with the idea of Honda's Type R badge not being something for every driver, and its 60-second short film Disruption definitely isn't for everyone. The teaser video is meant to personify the spirit of the hot Civic by combining aggressively weird imagery with a glimpse of the new model. It cycles through things like a pack of wolves, androgynous models, a lady with a samurai sword and a flaming speed camera before getting to what we all want to see – the car. It's a weird, by turns creepy, video that feels like it's trying to be outlandish without always showing there's much thought behind the madness.

Perhaps the most frightening thing about the Civic Type R is that there are still major doubts about whether its 2.0-liter turbocharged four-cylinder with an estimated 280 horsepower will make it to North Ameircan showrooms. We understand the business case may be tough, especially when the CTR's hatchback bodystyle isn't sold in America at all, but we think Honda's North American showrooms could use a bit more performance edge, and an affordable halo car like the Type R could do just that.

Despite the R-Rated label on this video, there's nothing too unsafe for work here, unless your boss really frowns on the destruction of sculptures and general weirdness. Scroll down to watch the bizarre ad and read Honda's explanation for all the craziness.
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'R-RATED' CAMPAIGN PREDICTS 'DISRUPTION' AHEAD OF NEW HONDA CIVIC TYPE R LAUNCH

24/06/14
Honda (UK) has launched a new teaser campaign to introduce the forthcoming Civic Type R, as the anticipation continues to build ahead of the car's European launch in 2015. Dubbed by the design team as a 'racing car for the road', the new model promises to be the most extreme Type R yet, with bold and aggressive styling reflecting the strong performance characteristics for which the marque is renowned.

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.

The campaign kicks off with the sixty second film, 'Disruption'. We open on a sunny suburban street. A family is packing a picnic into the boot of their car. Everything is happy and jolly, including the music. It's the most generic car film you've ever seen. Suddenly, the picture distorts and pixelates and the Honda R-Rated advisory flickers up on screen, as though someone just hijacked the broadcast. We see the Honda R-rated advisory notice appear. The warning disappears into black.

The mood shifts and everything becomes R-rated. We see a man with the red 'R' in his left eye looking out with binoculars over a futuristic neon cityscape as storm clouds brew in the sky. Predator wolves linger in an abandoned warehouse, we see their evil bioluminescent eyes from a distance as a heavily tattooed man confronts them, full of rage. A second man wearing a geometric golden mask then walks down a fluorescent lit dark hallway, draws back a large hammer before slamming it into the bust of a Greek statue.

As we build to a climax a bolt of lightning strikes a speed camera, which bursts into flames. A woman in a motorcycle helmet slams a samurai sword into a spinning geometric shape in the middle of a dark room. Just before the blade hits, we see the 'R' image within the shape's surface. The shape shatters into a million pieces.

We end with the Type R looming against the backdrop of a dramatic sky, the car's red parking lights illuminated, giving it an ominous look. Lightning strikes, and we see an iconic outline and quick flash of the car before it returns to dark. The roar of the engine revving brings things fittingly to a close.

Olivia Dunn, Head of Marketing for Honda (UK) comments: "The new Type R promises to be the most extreme yet, it's born from racing and it pushes the boundaries. This new campaign encompasses this spirit perfectly, with Disruption the ideal curtain raiser in setting the energy and adrenaline levels very high."

Emily Samways, Business Director for Karmarama comments: "This new 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 next year."

The key strapline of the campaign is 'We R Back', a nod to both the rebirth of the Type R and the huge 2015 which Honda is looking forward to with its return to Formula 1 and an all new version of the NSX supercar.

The new Honda Civic Type R will arrive in UK dealerships in 2015. The Type R Concept model makes its UK debut on the Honda stand at this year's Goodwood Festival of Speed, which runs from Thursday 26th to Sunday 29th June.

Get involved in all the Civic Type R conversation on the Twitter and Facebook channels and by following #TypeR conversation.

ENDS


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  • 52 Comments
      rsxvue
      • 6 Months Ago
      I think the real jewel from this car is the engine. Hope Honda shoehorns it into a USDM civic.
      Charlie Morse
      • 6 Months Ago
      Anybody else notice the nurburgring etched in the back of the leather jacket at 0:39? Maybe this is honda telling SEAT and Renault that the FWD ring title is actually theirs?
      billy_sims33
      • 6 Months Ago
      The Civic Type-R would replace VW's GTI as the hot-hatch must-have the minute it goes on sale! Come on Honda USA take a chance on selling thousands of Type-Rs!
      bubbleytoes79
      • 6 Months Ago
      Did the cats collar have the Nordschleife ring time on it?
        Matt
        • 6 Months Ago
        @bubbleytoes79
        Honda's first Grand Prix win, Mexico, Oct. 24, 1965.
        bubbleytoes79
        • 6 Months Ago
        @bubbleytoes79
        24:10:65 - Not out of the realm of possibility for a civic with 280 horse
      Sergey R
      • 6 Months Ago
      Very nice! I hope they don't change car's look a lot when they start production. This concept is sweet! I watched this vid couple times already! P.S.: Honda, we want this car in USA too!
      carguy1701
      • 6 Months Ago
      Were they on acid when they planned this? Anyway, this CTR isn't gonna come here ,the body style isn't designed for North American crash regs.
      Rock Singer
      • 6 Months Ago
      You can get away with a lot more S**t around the world than you can in America because the Christians in America with the Tea Party run a pretty tight ship and tell other people what they can see and hear even if you are an adult.
        jonnybimmer
        • 6 Months Ago
        @Rock Singer
        "You can get away with a lot more S**t around the world than you can in America..." Got that backwards. UK wouldn't be able to air half of the car commercials that are shown in the US because their ASA fears they'd promote "dangerous driving".
      Coach
      • 5 Months Ago
      Rated R for retarded
      Flying Dalmatian
      • 5 Months Ago
      Honda has forgotten what made it popular. I was a Honda guy in Michigan in the early '80s. Not an easy thing to be. I drove most all of the Hondas - Civic, CR-V, Prelude, Accord, original Insight - but they don't have anything I am at all interested in. After working most of my career in automotive quality I have a collection of cars that are a blast to drive (MINI Cooper S, Boss 302, CTS-V, Camaro SS, Challenger, Shelby GT 500, Lotus Esprit, Ram pickup, H3, electric Focus, Datsun 280Z, GTO ragtop). Until a month ago I had been without a Honda product for almost seven years (300,000 mile CR-V was the last Honda - 5 speed, dog hauler), but they aren't building anything I want. No more Preludes, only teasers about a new S2000, Civics suck in respect to performance (come on guys you're an engine manufacturer for crying out loud). As the cars got more conservative - the motorcycles remained more cutting edge. So last month I broke down and bought Honda again, unfortunately it had to b a 19 year old Acura (NSX-T). Waiting for the new NSX, but can't really see myself dropping 100 large on a car - not when Shelbys and Vettes are 30K less. Get your heads out of your fannies, and remember what built your popularity - it wasn't Prius wannabes.
      thomas
      • 6 Months Ago
      Front looks like an Alpha Romeo. Or as sold in the USA, the Dodge Dart
        bleexeo
        • 6 Months Ago
        @thomas
        WTF is an "Alpha"? It's Alfa, as in Anonima Lombarda Fabbrica Automobili. Duh.
      AngeloD
      • 6 Months Ago
      Is this another going to be another fiasco like the ads for the NSX? I'm having a crazy thought...how about the folks at Honda actually get close to producing a damn car before rolling out the ads for it and avoid making everyone wait for four years like the NSX.
        mary.keana
        • 6 Months Ago
        @AngeloD
        you will NOT see an NSX until the new factory to built the NSX in Ohio is completed.
          carguy1701
          • 5 Months Ago
          @mary.keana
          So is that going to be before or after the start of the next decade?
          carguy1701
          • 5 Months Ago
          @mary.keana
          So is that going to be before or after the start of the next decade?
      methos1999
      • 6 Months Ago
      Well that's a minute of my life I'll never get back....
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