Dentsu Utama has launched a new communications campaign for the All-New Civic, a much anticipated full model change after the successful 8th Generation Civic was introduced in 2006. The campaign, dubbed “Let your intuition takeover”, integrates both online and offline media by bringing users into the story and puts them at the centre of an action-packed high-speed car chase scene.

The concept “Let your intuition takeover” stems from the engineering and design philosophy that goes into creation of the new Civic model which introduces Honda’s exciting advanced intuitive technologies, the most advanced in its class. To showcase the Civic’s highly energetic values, the creative team decided to go against the grain with the campaign.

Unlike a classic car commercial, the TVC for the All-New Civic takes you behind the scenes with Film Director, iClaudius, and Director of Photography, Robert Benavides, sharing their point of view in the making of the web movie that allow users to star in it and share it within their social network. The web movie is where the high adrenaline adventure begins with the Civic, and viewers get to be in the driver’s seat going through high speed car chases through the streets and explosive accidents.

Commenting on the campaign, Dentsu Utama’s Vice President Hideo Katakura says, “For years, the Honda Civic have enjoyed a consistently outstanding reputation among Malaysians. We wanted to get people excited about the new model and at the same time, connect with our
target in an engaging way that will demonstrate the smart and sophisticated performance of the 9th Generation Civic. The video is unlike any TVC we have ever done for Honda Malaysia and we hope the web video experience will get pulses racing and ultimately lead viewers to Honda
showrooms for a test drive.”

The All-New Civic TVC can be viewed at www.youtube.com/MyHondaTV and users can star in their own web movie at www.allnewcivic.com.my