Friday 31st October 2014

Honda Civic Type R: 'The Other Side'

Honda's marketing Type R marketing push kicks in with a surprisingly enjoyable interactive vid

---

It's always nice to have cynicism confounded, isn't it? It was hard not to sneer just a bit at the premise of Honda's Civic Type R Concept promo film 'The Other Side'. There was talk of a 'double-side story', a 'creative force' and so on. Everyone really just wants to drive the car, don't they?

Not a great location for photos...

That the launch was in a Shoreditch warehouse, populated by trendy types wearing glasses they probably didn't need and talking mainly in hashtags, didn't look great either. However...

Honestly, the film itself is great. Honda has now made 'The Other Side' live on its YouTube channel and it really is worth three minutes of your time. There's a dual narrative featuring the same guy and two Civics, a standard white car and a red version of the concept. We won't give away too much but let's say the story following the red car is rather more illicit...

It's a really clever production, the viewer using the 'r' key on the keyboard to toggle instantaneously between the two stories. It's seamless and quite innovative. At the launch event we were sat in a racing seat with a huge screen and a giant 90s game show-style 'R' button to make it all the more exciting.

Red looks great on the move too!

Moreover, ignoring a clever marketing stunt for just a second, the film does have some tangible links to the road car. The implication is clear: the R switch will transform the Type R from a humble Civic to something rather more racy at the, er, touch of a button. It probably won't get you off any criminal charges though. And doesn't the red one look fantastic? Bring on Championship White.

One last thing. Do keep a look out for the taxi company 'Tarquini Cars'. None of the Shoreditchers probably noticed it. The car people would have and really appreciated the nerdy little touch. If Honda has put that level of attention to detail into making the advert then you have to feel positive about the actual car.

See the video here (and don't forget to press r!)

[tomellingham]

Haha - Thought it would be a bit risqué to have a Civic taking part in crime.

Those lights do look good though, they really need to keep them for production.

[N88]

Brilliant advert. Looking forward to more information being released, I think it's a great looking car.

[weebz]

Brilliant little advert

[vtecyo]

Phenomenal ad.

Do want the car too. Nice to see another bonkers hot hatch when their last offerings have been aesthetically quite tame.

[gashead1105]

I really hope it sounds like that in real life. Want.

[Ved]

Very clever as usual from Honda. I do hope they keep those rear lights. In fact, keep all of it and it'll be a great halo model.

[SteveRST]

Very good advert indeed! Great attention to detail, watch it twice - there are bound to be bits you missed the first time.

[madmatteo]

I thoroughly enjoyed that on this sunny Friday afternoon. I know some people think it looks too brash but I for one hope that Honda are brave enough to make the concept into a reality. Would definitely make it on to my short list!

[jimAtr]

Amazing

Edited by jimAtr on Friday 31st October 16:34

[Axionknight]

I already want one of these - well done Honda I suppose. If it doesn't have those rear lights though it would seriously annoy me.

Just release some f-ing details please.

Or the car, that'd do too.

[NateWM]

I don't understand this...Why the hell do they keep on using the CONCEPT model for marketing along with videos depicting an untrue representation of the cars sound? Surely that's not on, as it's not advertising the true product! I LOVE Honda's, but this is a poor show imo.

Video here shows the true sound, as well as shots of the rear with its production lights.

http://youtu.be/YgAR5oPnhSA

Sounds boring!

[SonicHedgeHog]

If that's boring I love to know what you can buy NEW for similar money that is that practical but not boring.

[Pixelpeep7r]

clever idea for a marketing video - like it

loved my EP3 Type-R, wasn't so fond of the FN2. Lets hope this one smashes it.

[mp3manager]

I was half-expecting to see King Willie throwing around some chicken bones, whilst smoking a big spliff.

I am disappointed.

[Butter Face]

Maybe I'm just being an idiot, but I can't see the video anywhere? Just the teasers?

[Evil.soup]

gashead1105 said:

I really hope it sounds like that in real life. Want.

Its not likely though. I would imagine the turbo sound will add something to the engine note but its still a v-tech lump and will probably have that usual Honda scream which is a bit marmite. The video sounds like sound clips from a WRC car to be honest.

[NateWM]

SonicHedgeHog said:

If that's boring I love to know what you can buy NEW for similar money that is that practical but not boring.

Have Honda even confirmed prices yet? If it's anything over 25k (which it will be) then there's a multitude of cars to choose from!

[SonicHedgeHog]

NateWM said:

Have Honda even confirmed prices yet? If it's anything over 25k (which it will be) then there's a multitude of cars to choose from!

Ok. So this CTR is going to have five doors, a huge boot and 300bhp. Let's assume it costs £30k. You said it was boring. What NEW car is so much more exciting than this Civic that it isn't classed as boring?

[AntiguaBill]

NateWM said:

I don't understand this...Why the hell do they keep on using the CONCEPT model for marketing along with videos depicting an untrue representation of the cars sound? Surely that's not on, as it's not advertising the true product! I LOVE Honda's, but this is a poor show imo.

Video here shows the true sound, as well as shots of the rear with its production lights.

http://youtu.be/YgAR5oPnhSA

Sounds boring!

That video is quite old now, it was released before the New tail lights had been revealed... Call it a teat mule if you will. I am absolutely certain the awesome ones will remain for production! It is such an 'iconic' design feature that they are clearly showing off.

[SidewaysSi]

SonicHedgeHog said:

NateWM said:

Have Honda even confirmed prices yet? If it's anything over 25k (which it will be) then there's a multitude of cars to choose from!

Ok. So this CTR is going to have five doors, a huge boot and 300bhp. Let's assume it costs £30k. You said it was boring. What NEW car is so much more exciting than this Civic that it isn't classed as boring?

This entirely. Surely it is a lot more interesting than another bloody Golf or that Seat thing?