“Backseat Driver,” features world-renowned driver Mario Andretti in a two-seater IndyCar® driving a passenger; later Mario becomes the passenger himself in an Accord Coupe. The voice-over explains “Honda performance lives in our race cars and in the Accord and Civic coupes,” and encourages viewers to visit shophonda.com to enter a sweepstakes for a ride with Andretti. The winner gets to ride along in the parade laps and also remain on course for the start of the Indy Grand Prix of Sonoma. This season, for the first time in IndyCar® history, the Indy Racing League is allowing the two-seater to be on course while the field takes the green flag. The spot will air through July 4.

“‘Backseat Driver’ adds style, sophistication and some attitude to the Accord and Civic imagery beyond the attributes that the vehicles are known for—quality, dependability and value,” said Richard Kent, Senior Manager, Auto Sales Marketing, American Honda Motor Co., Inc.

“Backseat Driver” Credits Client: American Honda Motor Co., Inc. Break Date: 5/30/2010 Agency: RPA EVP, CCO: David Smith VP, Creative Director: Curt Johnson VP, Creative Director: Mark Patton Executive Agency Producer: Gary Paticoff Agency Associate Producer: Lyndsey Wilson Production Co: H S I Productions Inc. Executive Producer: Maddi Carlton Line Producer: Bart Lipton Director: Jason Smith DP: Tim Hudson Editorial Company: The Reel Thing, Inc. Editor: Mark Goodman Sound Mix Company: Lime Sound Mixer: Mark Meyouhas Telecine Company: Technicolor Colorist: Sparkle

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.