“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


Leave a comment

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 after growing up in Kiruna, Raleigh and Jiddah.