“Where It Starts” follows the Honda IndyCar® engine inside Dario Franchitti’s race car back in time from the track all the way to its original creation at Honda Performance Development (HPD), the technical operations center for Honda’s high-performance racing programs. The time-lapsed journey, using actual HPD associates, shows the entire assembly of the engine in reverse, back to its individual parts, uncovering Honda’s commitment to innovation and passion for racing. The spot will run during all IndyCar® races on ABC and Versus.

“We use racing and our IRL affiliation as a platform to demonstrate innovation and reliability. This spot is quintessential Honda,” said Tom Peyton, Senior Manager of National Advertising, American Honda Motor Co., Inc.

“Where It Starts” Credits Client: American Honda Motor Co., Inc. Break Date: 5/30/2010 Agency: RPA EVP, CCO: David Smith VP, Creative Director: Curt Johnson Art Director: Hobart Birmingham Copywriter: Perrin Anderson Executive Agency Producer: Gary Paticoff Agency Senior Producer: Brian Donnelly Production Co: @radical.media, inc., Santa Monica, CA Director: Jeff Zwart Executive Producer: Frank Scherma Head of Production: Cathy Dunn Producer: Susan Sullivan Production Supervisor: Ted Liotopoulos

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.

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