The Honda Civic Has Something for Everybody

  • SHARES

By Bob Marshall Comment

Back in the early 2000s, the Honda Civic might have seemed like an appropriate buy for a street racer looking for a light car with a lot of engine space for illegal parts. But, we’ve come a long way since The Fast and the Furious, and this new campaign from RPA reminds us of the timeless adage, “To each their own.”

The spots feature five original Honda-driving characters (who each will have their own individual spots), the Urban Woodsman, the Zombie, the Monster, the Ninja and the Champion Luchador who goes by Cesar. In a statement, RPA EVP/ECD Joe Baratelli says, “We want to talk directly with our target by tapping into their appreciation for ‘collective individualism’-addressing the diversity of Civic drivers while also engaging them around their common interests.” On the online front, full homepage-takeovers are planned for YouTube and MSN. If RPA gets lucky, maybe the Honda Civic will become the go-to vehicle of Generation Y. At worst, we’ll see a couple more Luchadors cruising around in Civics. Credits and another spot after the jump.

Executive VP, CCO: David Smith
Executive VP, Executive Creative Director: Joe Baratelli
Senior VP, Group Creative Director: Jason Sperling
VP, Creative Director: Nathan Crow
VP, Creative Director: Adam Lowrey
Associate Creative Director/Art Director: Jamin Duncan
Senior Copywriter: Sarah Bates
Sr. VP, Executive Producer, Content: Gary Paticoff
Senior Producer: Brian Donnelly
Assistant Producer: Faye Armstrong

Production Company: Smuggler
Director: Guy Shelmerdine
Executive Producer(s): Brian Carmody, Patrick Milling Smith, Lisa Rich, Laura Thoel
Line Producer: Jay Shapiro
DP(s): Paul Cameron, Kris Kachikis
Production Designer: Brock Houghton
Costume Designer: Casey Storm
Monster Costume: Legacy Effects
Editor: Rick Russell
VFX: The Moving Pictures Company
Colorist: Mark Gethin
Visual Effects Producer: Eric McCaslin
Visual Effects Producer: Kim Stevensen