The ad, produced by Weiden & Kennedy, features engineers trying to reach a red horizon, which turns out to be the ‘RedH’ Honda badge featured on the Type R. However, from what AM has seen so far, the campaign doesn't actually feature the Type R.
Ian Armstrong, Honda UK customer communications manager, said: “Excellence in racing is achieved by going that extra mile – squeezing every last drop of effort in order to be the absolute best. That’s what Hondamentalism is, and that’s what the RedH badge embodies.”
The TV ads will be supported by a national print campaign and the concept will also feature in the indents of ITV’s Formula 1 coverage.
Wieden & Kennedy also produced Honda's 'Hate something, change something’ campaign.