“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
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