Honda begins 2013 Civic Si marketing by getting animated

Just one model year after a complete redesign, Honda saw fit to make some pretty big changes to the Civic for 2013. Now, with the car about to hit dealers, we're getting our first look at the company's advertising direction for its high-volume compact car. Done as a comic-book-style action cartoon, this video is for the sportier Civic Si models and is obviously geared toward younger, more enthusiast-oriented buyers.

In the video, our two hero drivers pilot a Civic Si coupe and sedan against a bunch of Mad Max-like vehicles with Tron-like consequences. Like any good commercial, this ad crams many of the car's key features into the two-minute video showing off new features like Bluetooth and a text message reader.

Check out the video posted after the jump.